Survey: Celebrity Endorsements Least Trusted by Online Shoppers

From The Wall Street Journal:

Recommendations from family members matter most to people deciding what to buy and who to buy it from online, a new survey says.

In the report from Battery Ventures in conjunction with Kelton Global, of 1,013 nationally representative survey takers across all adults in the U.S., 34% said they trusted opinions and recommendations from family most.

Twenty-one percent trusted friends’ opinions; 19% preferred reviews from news sources in print, online and TV; and fewer than 5% of survey respondents said they most trusted opinions from business contacts, bloggers, strangers or celebrities.

A celebrity endorsement, as in the form of a tweet or commercial, matters least to online shoppers. In fact, 30% said they trusted celebrity opinions least, compared to 15% who said they trusted advertising least to guide them to a product or service online.

The survey also confirmed some consumer turn-offs. Qualitative factors like spelling and grammar, or originality can make online reviews and opinions less trustworthy. Anonymously published reviews and opinions also garner less trust.

Almost half (45%) of survey respondents said they were not likely to trust opinions and reviews that were written with poor grammar or spelling, and one-third (33%) wouldn’t trust anonymous reviews.

Continue reading the rest of the story on The Wall Street Journal