Consumers worldwide prefer to consult expert reviews when making purchasing decisions, with 44% of respondents preferring the opinions of experts over consumer reviews. However, when it comes to more subjective purchases such as clothing, only 22% of consumers seek the opinions of experts.
Expert reviews aid in understanding of complex technology
This highlights the preference for expert reviews in more complex technological areas, despite the proliferation of customer review sites. One of the reasons behind the popularity of experts is the often complex nature of electronic equipment. When it comes to choosing a smartphone, for example, the sheer number of options available can be overwhelming, so consumers are more likely to consult an expert review rather than try to fathom the various technical specifications of smartphones. In this context, reviews by customers are unlikely to help, as they usually just cover user experience.
The value of expert gaming equipment reviews
With a wide variety of options available, review sites such as https://win.gg/reviews/ are able to give expert opinions on gaming equipment such as gaming headsets, the best gaming mouse options, and the best games for the PS4 and the PS5. As is the case with other technical equipment, the reviews are able to consider the products from a user experience and a technological perspective. The review of the Logitech G Pro, for example, considers the target audience for the product, and analyses the spec of the mouse and how it shapes up compared to the alternatives on the market.
Fake customer reviews
The value of expert reviews is highlighted by the number of fake customer reviews on sites such as Amazon. This contributes to a lack of trust in the authenticity of customer reviews. One major issue for consumers is that many are not confident in their ability to detect fake product reviews on Amazon, 33% of respondents were somewhat confident, while 15% were not confident and 12% were not at all confident. This goes some way to explaining the preference for the opinions of experts when it comes to choosing electronics. Review sites such as https://www.trustpilot.com/categories have also been hit by fake reviews, although the company is actively fighting back via its AI algorithm.
Businesses are taking a big hit from fake online reviews, with the World Economic Forum reporting that fake reviews online cost both businesses and consumers $152 billion each year. Amazon has hit back, taking legal action against moderators of over 11,000 social media groups on Facebook which solicit reviews in exchange for refunds on products, a phenomenon known as “refund after review.” These groups are in violation of Facebook’s terms of service and according to Jim Gibson, an intellectual property lawyer at the University of Richmond, Amazon is aiming to put pressure on the social media behemoth to remove more of the groups canvassing for fake reviews on its platform. In this context, it is no surprise to see independent product testing sites such as https://www.consumerreports.org/appliances/ proving so popular.
With so many fake customer reviews circulating, it is no surprise to see consumers putting their trust in expert review sites, particularly when it comes to complex technology where people are able to share their knowledge and experience of electronics.
