Report Overview
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Online consumer reviews – Platforms reach for the stars
- PublisherEnders Analysis.
- Publish Date June 22, 2020
- Sector Media, UK, UK Media.
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Online reviews are a vital input for consumer decision-making. However, reviews are easy to manipulate, and widespread fraud is undermining credibility and raising the issue of consumer protection
Facebook, Google, and Amazon utilise reviews to improve the consumer experience, but also to sell advertising to businesses and to address fraud. These companies leverage their data superiority to better utilise reviews on their platforms, and possess a competitive advantage, versus sites like TripAdvisor, Yelp, and eBay
Demand for expert opinion remains strong, yet is supplied only by publishers and Which?, a small segment in terms of share of traffic relative to platforms
Contents
Idiosyncratic goods, reviews’ core constituency
Reviews and platforms
Credibility issues
The platforms’ response: in-depth review management
Opportunities for expertise
Conclusion
List of charts/tables
Figure 1: Consumers massively read reviews, despite doubts
Figure 2: Resources for consumer choice
Figure 3: Two consumer valuation patterns
Figure 4: Online review distribution by review site, 2018
Figure 5: Review sites most likely to be used before visiting a business, 2018
Figure 6: Distribution of online reviews by stars (%)
Figure 7: How businesses ask customers for reviews, 2019
Figure 8: Review sites reach in January each year, users 18+ (millions)
Figure 9: Review sites revenues and income ($m)
Figure 10: Survey showing average lift in purchase intention (indexed*)