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ICANNBritish consumers trust online recommendations and reviews more than any other advice, according to new research from Avail Intelligence.

69% of those surveyed trust user recommendations – and 61% have even made purchases entirely based on them. Over half of those surveyed (56%) appreciate the unbiased nature of user-generated feedback, while almost a quarter (24%) find star ratings useful.

Avail Intelligence carried out the Trust Index research to gauge the power of user-generated feedback on UK consumers. According to the company, the results suggest that online customer communities could force marketers to rethink their strategies,

“Consumers are no longer as susceptible to corporate spin as they once were. The rise in online communities means that customers themselves can have their say,” explained Dr Rolf Elmér, CEO, Avail Intelligence.

“Our study shows that online shoppers demand more transparency than ever before and expect to take guidance from the community.”

The fact that over half of respondents (52%) chose Amazon as their most trusted site is also significant, according to Elmér, as it is a space where users frequently swap reviews and recommendations.

“This study speaks volumes about the needs of today's consumer,” he said. “The power of user-generated feedback has never been stronger, as customers continue to converse with each other online. The sooner marketers realise this, the better.”

On a similar theme, Experian Integrated Marketing published a paper in January saying that 2008 will see the arrival of the Web 2.0 ‘super advocate’, highly influential figures, outspoken and with loyal following, who will have the power in the 2.0 world to make or break a brand’s reputation at will.

EIM sees the super advocate as one of the biggest challenges facing companies trying to tap into social media as an advertising and marketing channel. They need to be quickly identified and then kept on side, avoiding commercialism at all costs, according to the marketing company. It also suggests providing highly exclusive information to help win super advocates' respect.

4th February 2008

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Five Questions to find out what makes an internet entrepreneur tick?

Kieran Donoghue

 "I believe some people have a little something in their head that makes them look at things in a slightly different way. Some people absolutely cannot envisage doing anything but working for somebody else - and that is fine. However I believe entrepreneurs are born and will always find a way to do things differently."
Kieron Donoghue,
ukoffer.com

Take one internet entrepreneur - for instance Kieron Donoghue (pictured above) - and ask them Five Questions.

Also in the Five Questions hot seat this month is Victoria Vanstone of yourdeathwish.com.



Why niche websites are like flowers
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