How to split the good from the bad in online reviews and ratings

A lot of consumers, when searching online

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for something to buy, will take a look at an online review or rating for a product. It seems like a great way to get an unfiltered view on quality but research indicates most online reviews are too simple and may misguide consumers.

According to one United States survey, 78.5% of American consumers looked for information online about a product or service, and 34% had posted an online review. A global Nielsen survey found 70% of consumers trust online product reviews and use them in making decisions.

As a result, the average user rating of products has become a significant factor in driving sales across many product categories and industries. The proliferation of online reviews from many consumers sounds like a positive development for consumer welfare but some research shows otherwise.

https://theconversation.com/how-to-split-the-good-from-the-bad-in-online-reviews-and-ratings-74986