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Less than half of Russians are ready to buy products without reviews
Almost everyone (9 out of 10 Russians) reads reviews before buying everyday goods (clothing, shoes, electronics, household items, etc.) online. This was shown by a study by the MEGA company, the results of which were reviewed by Gazeta.Ru.
Respondents were most interested in reviews of clothing and footwear (30%). The top three products for which Russians find it important to read reviews before buying also included electronics (19%) and home and repair products (11%). However, reviews of jewelry and accessories are rarely read (4%).
Shoppers stay on review pages for a long time. Almost a third of all respondents spend more than 20 minutes looking at reviews. Three-quarters of respondents read more than five user comments before making a purchase, and 19% read more than 20.
At the same time, almost 40% of respondents believe that reviews are completely useless for forming an opinion about a product (20% encounter many similar reviews that do not inspire confidence, and 12% are rather unjustifiably positive) (7% are unjustifiably negative).
Almost 20% of Russians say that reviews are often confusing or give them the wrong impression of products (16% say that reviews are confusing and sometimes prevent them from making purchases, and another 2% say that they are often disappointed in products).
Despite the popularity of reviews, almost half of respondents (44%) make their final purchase decision after seeing the product in person.
About 40% of review readers first want to know the opinion of users who have already seen the product offline, especially about its external characteristics. Another 15% of studies looked at how the product is perceived by other people.
44% of Russians are ready to buy a product without reviews, but only if it is not their first purchase. That is, you have already seen it, tried it on or used it. Another 14% are ready not to study reviews before buying if they buy something offline, in a store or shopping center, where they can carefully examine every detail.
Earlier we explained why Russians do not need to keep receipts in stores.