Everyone is online - and they all want reviews

"Usage Patterns and Demographics"

Despite its dry title this article should be required reading for everyone in marketing.

Here we highlight just part of one paragraph:

"One such habit that seems prevalent among this demographic is a high reliance on user reviews. An October 2012 study from Ipsos OTX and Ipsos Global @dvisor found that while internet users in Great Britain indexed highly for this across the board, with 81% of internet users saying that online reviews helped them with purchase decisions, that figure was even more remarkable among "high-income" individuals, at 88%."