Consumer Reviews Pros, Cons and Who Uses Them?

I was asked recently if I used review sites. Yup. Of course I do and there are links to the best ones on the home page of the blog. I was also asked if I thought people did generally and if so which ones. Interesting question I thought, so I did some extensive scientific research over a couple of days and asked a few friends, family, and those who follow me on Twitter and those who like my page┬áon Facebook. So here are my findings based on more than 30 responses……!! ­čśë

It takes longer to look up reviews than it does to write a letter of complaint. Going from all the people I know, only about 3% put a complaint in writing. The rest one assumes are content with accepting poor food, faulty goods and poor service for which they have paid. So why then would one assume that so many more people would spend far more time looking at what a best buy might be? Ah logic and common sense doesn’t always work does it? But even so, there are articles out there saying that reviews are being written and read more. This may well be the case but by how many more? A significant amount? I don’t think so, not really, not yet and not to make any significant impact on sales.

What sites get used the most?
Even what must arguably be the most well known and most used review site Trip Advisor was used by only 35% of respondents and less than 10% post reviews. Amazon was also popular with 30% using it and of course Which? with a surprisingly low score of 20% of respondents using it.

Other sites getting a mention were, AV Forums,, Argos, Review Centre, Yelp, Ciao, DooYoo, Checkatrade, B & Q and new on the scene BizAdvisor. One or two of those I hadn’t even heard of and I use review sites! But! More people went by the name of a product than used these sites.

Amazon reviews are good because if you are already on the site looking to buy it takes no extra clicks to see the review. Some of the reviews are ┬ávery funny too. Take a look at my mate Iain Duncan Smith’s first (and last?!) novel on there. (Check out the “All I know series too!)

Then of course add in the thousands of people who didn’t respond! Surely we can deduce from that, that a similar amount or less use the sites? So we could safely say a tiny tiny percentage of people actually use review sites.

How much can you depend on sites anyway? Anything less than having 5 reviews you are going to disregard. There isn’t nearly enough reliable information. Let’s take Trip Advisor. Now I do write reviews there! Lots of ’em! Not just bad ones either (I know you were thinking that!) ┬ábut I do take just as much delight in being given a “found this helpful” vote on reviews which clearly would stop someone staying somewhere as I do with ones where extra business will be gained. I think writing reviews helps people and it doesn’t take that long. Part of my principles┬á– if people complained more then service would have to improve, it’s the same thing really, the more we share good and bad service the more accountable businesses become and the more people will use review sites. A good review site will allow businesses to comment on reviews. It happens surprisingly little on Trip Advisor. A site where businesses are able to have the last word when someone criticises them on one of the (if not the) largest reviews sites out there and still very few businesses use their right to reply. So the business is missing many a trick a) to thank customers to encourage them to return and b) risk other people accepting a review that may not be wholly true.

The point about relying on reviews was picked up by people who said they didn’t use review sites citing them to be unreliable. That why I advise only really taking on board reviews where there are at least 5 entries so you can discount the top and bottom.

“Ah” said someone “TrustPilot is good because you have to verify that you were a real customer” You’d think that would be good wouldn’t you? Not necessarily. Last year a company tweeted that they would give people a ┬ú20 M & S voucher to the first 10 people (may have been 20) who wrote a good review. Totally backfired, people retweeted this and it did them no favours. They deleted the tweet later but the damage was done. Some of it by me it has to be said. I felt it my duty.┬áMe being me tried to do something about┬áit and I contacted Trust Pilot. I left a review stating what this company had done and the business got the review removed within an hour because I was not a real customer. I did it again and got abuse from the company! I contacted Trust Pilot and told them what had happened and they asked for my customer reference clearly not having read my email stating that I wasn’t a customer! Followers of this blog know how much that sort of thing annoys me so I emailed again, and again they came back with the same thing! I got really cross and made myself very clear┬ábut┬áso did they, that they would do nothing about the company which had attempted to buy reviews, a clear breach of their own rules.

Update 22/10/15 Interesting article regarding Amazon suing people for fake reviews and some pointers on spotting the fake reviews.

So, given the above my opinion on review sites remain the same. It is a good guide but should only play a small part in your purchasing decision until more people start writing reviews. How much do you write and or use review sites?

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