According to research by Cone (@ConeLLC), 89% of US adults see the Web as a trustworthy source of information to verify offline recommendations of goods and services and 85% go online after being recommended a product to aid the decision-making process; 85% also say their purchase intent rises when they discover complimentary feedback.
“Consumers want reassurance before opening their purse strings, and personal recommendations alone are just not enough to guarantee a purchase," says Mike Hollywood, Cone's director, new media.
