News Byte: Half of Consumers Doubt Authenticity of Reviews

Share this content:
Online reviews get mixed reviews.
Online reviews get mixed reviews.

Half of consumers in the United Kingdom and 48% in the United States believe that at least one of the product and service reviews they read online is phony, and a majority in both countries think that companies remove negative comments. Nonetheless, 70% of people in both countries turn to reviews before making a purchase, according to a new survey.

Brand reviews, it appears, are the Wikipedia of online commerce. People have their doubts about the authenticity of the information presented, but turn to them anyway as a simple and accessible means of research, according to a survey of 3,000 consumers in both countries conducted last month by Bazaarvoice.

More than 80% of survey respondents said they would be more trusting of reviews if they knew they were screened by a neutral third party for fraud. What‘s more, 55% of Americans and 45% of Brits said they believed such monitoring needed to include human analysis as well as automated filters.

Bazaarvoice is the provider of the Authentic Reviews Trust Mark, a certification service whose “b” logo on reviews indicates they are managed by a third party.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above