Online reviews have been known for some time to shape online purchase decisions, but new data suggests a large influence on offline purchases as well. Marketing Land wrote on a BazaarVoice report that shows that 39% of in-store buyers look at online reviews on their mobile device before purchasing. This was previously credited to price checking, but this data suggests that consumers have already made the purchase decision when looking reviews up. Recent Google research suggests that 82% of shoppers use their phones as a “personal shopping assistant” when in store.
This crossover of online & offline worlds further reinforces that brands need to be on top of the content and reviews listed online.