When Buying Expensive Items, Consumers Turn to Reviews

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From eMarketer:

Many consumers turn to online reviews to help inform their decision when researching a big-ticket product, according to new data from YA.

In fact, when researching an expensive item—$250 or more—online ratings and reviews were the most common source respondents consulted, more so than word-of-mouth, in-store sales associates or social networks.

But interestingly, while favorable reviews certainly affected their decision to buy one item over another, quality and price were more important. Roughly a third (32.4%) of respondents said quality is the primary factor in choosing to purchase a durable item, like a new computer or washing machine, and another 26.6% said price comes first.

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