Online shoppers are taking more time to read reviews before making purchase decisions: 64% spend 10+ minutes reading reviews, compared with the 50% who did so in 2007. Shoppers are also reading more reviews to gain confidence in those purchase decisions: 39% say they read eight or more reviews to be confident in judging a product (vs. 22% in 2007) and 12% say they read 16+ reviews (vs. 5% in 2007).
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