WebProNews

The majority (84%) of Americans say online customer reviews have an influence on their decision to purchase a product or service, according to a new survey from Opinion Research Corporation.

Only 28 percent of respondents said they had posted their own feedback online while 66 percent had checked some type of online review forum when looking to purchase a specific brand of product or service.

"Our findings suggest that a very vocal minority may have an oversized influence on buyer behavior," said Linda Shea, SVP and Global Managing Director of Opinion Research Corporation's Customer Strategies Practice.

"Nevertheless, when negative customer feedback is served up in a very public forum, it has great potential to tarnish the reputation of a brand and therefore any future revenue stream."

Half of respondents relied on online reviews in the first stage of the buying cycle. This is critical for companies to understand as they fight to be considered by consumers and look for ways to be ever-present through a variety of channels and media outlets," said Shea.

"Taking a more proactive approach to participating in, monitoring and controlling online reviews may very well be one of the many ways organizations can influence both consumer consideration, and, ultimately, the buying decision."

The most popular types of products or services researched online were travel, recreation or leisure (80%), followed by electronic goods (78%), and household products and services (70%).

Commonly visited online forums included company Web sites (71%); online ratings systems (57%) and government/ consumer advocacy sites (54%).