A recent study by the research firm Cone, highlights the power of criticism and negative comments on the media and social networks, and how they influence consumer purchasing decisions.The report shows that every time, and more people than ever, change their opinion about a certain service or product before their purchase after reading negative comments.Other related research developed by Tracker last year, analyzed the qatar cell phone influence of these opinions, noting that 67% of consumers changed their opinion about a future or possible purchase after reading this type of negative comments. Percentage that this year has risen considerably to reach 80% of cases.According to the report’s findings, the influence of negative information is gaining ground and is now more decisive than ever to tip the balance even when faced with a recommended purchase.
The good news is that just as the power of negative reviews increases, so does the power of positive reviews. In this sense, 87% of consumers indicated that only a positive testimony served as a persuasion to continue with their intention or purchase process. Mike Hollywood, Cone’s director of new media, noted that “today’s consumers want to be sure before ‘scratching their pockets,’ and that personal recommendations alone are not enough to guarantee a purchase.””The rise of digital word of mouth and the investigation of experiences and online opinions have changed the current paradigms of traditional Aol Email List , where merchants now have the new challenge of also influencing the conversations generated when consumers share their criticisms and opinions” Hollywood added.In addition, other studies such as the one developed this year by Power Reviews, revealed the influencing factor of reviews and analysis of online products. In this sense, 90% of consumer users recognized that this type of content generates a great impact on their purchasing decisions, and of which 60% affirm that it exerts the greatest influence over other sources.