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Welcome to the 2018 ConsumerAffairs report on the power of online reviews


While businesses struggle to figure out how to analyze and value online reviews, consumers continue to include them in their purchase process toolbox. 

In our most recent study, we looked at how consumers use online reviews and which aspects are most important to the purchase process.

The results aim to provide businesses better understanding on how to incorporate online reviews in their growth strategy.

Key findings:

  • Online reviews are used 2.5x more when buying something for the first time.
  • Only 9% of consumers ranked reviews posted on a company’s website as most trustworthy.
  • A consumer’s opinion of a brand prior to reading online reviews is ranked as the least important factor affecting purchase decision.

What is

Founded in 1998, ConsumerAffairs offers expert resources, verified reviews and consumer news. Over 200 million people have used Our in-house research team works closely with industry experts to write comprehensive buyers guides and how-to articles with the goal of enabling consumers to make smart decisions for life's important purchases. Our website offers hundreds of thousands of consumer reviews and intelligent matching tools that use proprietary technology to pair users with companies that meet their needs.


What is ConsumerAffairs for Brands?

ConsumerAffairs for Brands is a powerful customer engagement and lead generation platform designed to help brands meet their marketing and customer service needs quickly. We believe companies should seize the opportunity to connect with their customers and shape the conversations happening online. We partner with brands to create simple and actionable feedback channels through proactive review collection. What we’ve found? Reviews and a strong reputation add up to increased revenue. 


Our Clients

Don't take our word for it.
Listen to what our customers are saying.

ConsumerAffairs ensures consumers posts are from actual customers. Verification is key if we are to assist customers that have legitimate concern about the product or service they received. 

Richard Verson, Marketing Director, RainSoft

The platform ConsumerAffairs created gives us the ability to engage with our customers like never before. ConsumerAffairs is proactive about helping us build our reputation in ways we didn't even think about.

Teddy Meyer, Reputation Manager, Frontpoint

ConsumerAffairs has made a significant impact on our business. The potential clients that come to us via ConsumerAffairs are further along in the sales cycle and well informed, which has led to a substantial amount of new business. 

Parker Davis, CEO, Answer 1