The Trend Radar Study 2019 by Simon-Kucher & Partners shows that product reviews have become an integral part of online trading. More than that, they are becoming the standard. For 7 out of 10 consumers, product reviews are important or very important. This makes them the third most important criterium for purchasing decisions after product characteristics and price, and thus even more important than the brand. 

One of the most important statements is that particular satisfaction with the product motivates consumers more to evaluate than dissatisfaction. Thus, only 2 out of 3 buyers rate the product badly, while 3 out of 4 buyers give a good rating.

An easy way to evaluate motivates consumers. Obstacles such as an additional login or detailed questions, on the other hand, tend to deter.

It is also exciting that buyers feel better informed and think they are getting higher quality products. Every fifth buyer states that they buy even more due to good product ratings.

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