Providing market research reports, industry analysis, company profiles and country reports for strategic planning, competitive intelligence, marketing and business research.
Search for Market Research Reports:    

Online Consumer Reviews and Ratings (UGC) Report: Usage and Perceptions in Selected Categories

Published by: Prophis Research and Consulting, Inc.

Published: Mar. 1, 2009 - 56 Pages


Table of Contents


i. Consumer ratings and review report introduction

1. Shopping decision making and consumer reviews/ratings

1.1. Past month shopping behavior

1.2. Shopping and the importance of selected information and advertising sources

1.3. Importance of online consumer reviews and ratings sites by product category

1.4. Online consumer ratings/reviews usage

1.5. Perceived helpfulness of online consumer ratings and reviews

1.6. Relation between use and helpfulness of consumer ratings and reviews sites

1.7. Perceived credibility of online consumer ratings and reviews

2. Category specific findings

2.1. Books category

2.1.1. Top websites for consumer reviews and ratings for book shoppers and suggested improvements

2.1.2. Perceived credibility and tactics used to help establish credibility

2.2. Cell phones category

2.2.1. Top websites for consumer reviews and ratings for cell phone shoppers and suggested improvements

2.2.2. Perceived credibility and tactics used to help establish credibility

2.3. Computer hardware category

2.3.1. Top websites for consumer reviews and ratings for computer hardware shoppers and suggested improvements

2.3.2. Perceived credibility and tactics used to help establish credibility

2.4. Computer software category

2.4.1. Top websites for consumer reviews and ratings for computer software shoppers and suggested improvements

2.4.2. Perceived credibility and tactics used to help establish credibility

2.5. Consumer electronics category

2.5.1. Top websites for consumer reviews and ratings for consumer electronics shoppers and suggested improvements

2.5.2. Perceived credibility and tactics used to help establish credibility

2.6. Personal travel category

2.6.1. Top websites for consumer reviews and ratings for personal travel shoppers and suggested improvements

2.6.2. Perceived credibility and tactics used to help establish credibility

3. Key Insights


Figures


Figure 1: Percentage of US online adults shopping (researching) or purchasing within each of sixteen categories.

Figure 2: Importance of 20 selected information or advertising sources in shopping or purchasing (all categories combined).

Figure 3: Product category shoppers indicating that online consumer ratings and reviews are important to them when shopping for products and services within 16 product and service categories (books, cell phones, clothing, collectibles, computer hardware, software, consumer electronics, furniture, jewelry, leisure goods, major appliances, minor appliances, movies, music, products for babies and children, personal travel).

Figure 4: Usage frequency of online consumer ratings and reviews by online US adults.

Figure 5: Usage frequency of internet consumer reviews and ratings by age group.

Figure 6: Usage frequency of internet consumer reviews and ratings by household income.

Figure 7: Usage frequency of internet consumer reviews and ratings by formal education.

Figure 8: Usage frequency of internet consumer reviews and ratings by gender.

Figure 9: Perceived helpfulness of online consumer ratings and reviews by online US adults.

Figure 10: Level of helpfulness of internet consumer reviews and ratings by age group.

Figure 11: Level of helpfulness of internet consumer reviews and ratings by household income.

Figure 12: Level of helpfulness of internet consumer reviews and ratings by education level.

Figure 13: Level of helpfulness of internet consumer reviews and ratings by gender.

Figure 14: How helpful internet consumer ratings/reviews are by how often they are used by online shoppers.

Figure 15: Perceived credibility of online consumer ratings and reviews by online US adult shoppers.

Figure 16: Strategies used by online consumers to help determine whether internet consumer ratings and reviews are credible.

Figure 17: Top 10 types of information or advertising sources for shopping within the book product category.

Figure 18: Top websites that book shoppers are most familiar with for finding consumer reviews or ratings within the product category.

Figure 19: Top suggested improvements for consumer reviews and ratings within books category.

Figure 20: Perceived credibility of online consumer ratings and reviews by online US adults overall versus book shoppers.

Figure 21: Techniques used to determine internet consumer ratings and reviews credibility: Book shoppers versus overall norms.

Figure 22: Top 10 types of information or advertising sources for shopping within the cell phone handset and airtime package category.

Figure 23: Top websites cell phone shoppers are most familiar with for finding consumer reviews or ratings within this product category.

Figure 24: Top suggested improvements for consumer reviews and ratings within cell phones category.

Figure 25: Perceived credibility of online consumer ratings and reviews by online US adult shoppers overall versus cell phone shoppers.

Figure 26: Techniques used to determine internet consumer ratings and reviews credibility: Cell phone shoppers versus overall norms.

Figure 27: Top 10 types of information or advertising sources for shopping within the computer hardware category.

Figure 28: Top websites computer hardware shoppers are most familiar with for finding consumer reviews and ratings within this product category.

Figure 29: Top suggested improvements for consumer reviews and ratings within computer hardware category.

Figure 30: Perceived credibility of online consumer ratings and reviews by online US adult shoppers overall versus computer hardware shoppers. 39

Figure 31: Techniques used to determine internet consumer ratings and reviews credibility: Computer hardware shoppers versus overall norms.

Figure 32: Top 10 types of information or advertising sources for shopping within the computer software category.

Figure 33: Top websites that book shoppers are most familiar with for finding consumer reviews or ratings within the product category.

Figure 34: Top suggested improvements for consumer reviews and ratings within computer hardware category.

Figure 35: Perceived credibility of online consumer ratings and reviews by online US adults overall versus computer software shoppers.

Figure 36: Techniques used to determine internet consumer ratings and reviews credibility: Computer software shoppers versus overall norms.

Figure 37: Top 10 types of information or advertising sources for shopping within the consumer electronics category.

Figure 38: Top websites that consumer electronics shoppers are most familiar with for finding consumer reviews or ratings within the product category.

Figure 39: Top suggested improvements for consumer reviews and ratings within consumer electronics category.

Figure 40: Perceived credibility of online consumer ratings and reviews by online US adult shoppers overall versus consumer electronics shoppers.

Figure 41: Techniques used to determine internet consumer ratings and reviews credibility: Consumer electronics shoppers versus overall norms.

Figure 42: Top 10 types of information or advertising sources for shopping within the personal travel category.

Figure 43: Top websites that book shoppers are most familiar with for finding consumer reviews or ratings within the product category.

Figure 44: Top suggested improvements for consumer reviews and ratings within personal travel category.

Figure 45: Perceived credibility of online consumer ratings and reviews by online US adult shoppers overall versus personal travel shoppers.

Figure 46: Techniques used to determine internet consumer ratings and reviews credibility: Personal travel shoppers versus overall norms.

Abstract

Consumer reviews and ratings for virtually every product or service available can now be found on the internet. While there is much hype surrounding this quintessential “2.0” practice, how much impact do consumer ratings and reviews actually have on consumers compared to other information or advertising sources? Which are the ratings and reviews sites that are best known? Who uses ratings and reviews and to what extent? How credible are they seen to be? What tactics do people employ to better evaluate what they read? These questions and more are addressed in this fact and insight filled report based on a representative market survey of 1600 US online adults in January 2009. The report covers the role of consumer reviews and ratings across 16 categories, and focuses in-depth on books, cell phone, computer hardware, computer software, consumer electronics, and personal travel shopping categories.

Get Full Details About This Report >>
US: 800.298.5699
Int'l: +1.240.747.3093
Buy this Report
Price and Delivery Options
Search Inside Report


 

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 250,000 market research reports, company profiles and country profiles from over 650 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

 

© MarketResearch.com 2009