The annual online review survey results, released on Thursday by marketing technology firm Social Places, uncovered that 87% of consumers trust online reviews as much as word of mouth or personal recommendations.
This came from data collected from 3 338 respondents from economically representative parts of South Africa, between November 2019 and January 10, 2020. Ashleigh Wainstein, Social Places director, said that even though similar surveys existed internationally, they wanted a view of where things stood in South Africa.
“So companies have to be aware of and prepared for this – people want to know they’ve been heard,” Wainstein said.