The Internet opened, with its popularization a few decades ago, that consumers had access to new sources of information. Among them were the opinions of other consumers. If until then you received consumption recommendations from your closest circle or, at most, from your own circle, now you can receive recommendations and comments from anyone who has used that brand or that product.

With this, the comment boom began and the use of reviews as an element to guide the purchase. Decisions are no longer just based on your own experiences, but also on those of other consumers. And, despite the fact that the reviews are not perfect and that cases that collide with good practices have become known, consumers continue to trust – and a lot – of the opinions of others.

This is what a YouGov study shows, based on data from British and American consumers. The figures, collected by Warc, show that more than half of consumers trust the opinions of others. They are 53% of the British and 54% of the Americans. Of all consumers, 8% of Americans and 4% of British people say they trust the opinions of others a lot, compared to 46% and 49%, respectively, who trust them to some degree.

Only 7% of Americans and 5% of British distrust them very much. 14% and 13%, respectively, do so to some degree. Three years to live for an opinion Trusted data is based on opinions on specific comment and opinion sites.

Of course, some terrains are the most successful when I use review pages. Although there are differences between one country and another, the usual topics that are usually displayed on review sites are restaurants, movies, travel (hotels and destinations) and technological products.

In a way, it could almost be said that this study did not have to come to point in this direction. These have been the lands that have been starring in the most popular review sites in recent years, but also in which more and more opinions have been generated online.

The interesting thing, moreover, is that consumers not only keep recent opinions, but also take into account the historical one. An opinion impacts up to three years, they point out in Warc. All this makes it more important to have a good opinion management policy and to be proactive in responding to them. Businesses should not ignore them, nor should they live in fear of what might happen on the web.

You have to be able to manage your online presence while respecting the spaces that belong to consumers and the use they make of them. Opinions, no matter how valuable they may be for the company, are, in the first place, for other consumers and are spaces in which they must have control. The company is a guest and must respect those foreign codes.

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