The Use of Mobile Devices in Online Consumer Reviews
By G+ Author: Dennis Tablott.
Review forums are fast becoming a large part of the social networking world. When we consider that there’s a 42% to 72% chance consumers will base travel purchases on online reviews (depending on location), and that 34% of our social networking time is accessed through an app, it’s no wonder companies such as Expedia and TripAdvisor have released apps (beautiful one’s at that.)
But how does this affect businesses? And how does it help consumers?
Well, first of all – you see a much more limited amount of information on the mobile screen than you would on a desktop screen. For example; you might only see one or two online consumer reviews at a time on a mobile device, while on a desktop you might scan 3 or 4 at a time before making your decision.
This is just some “icing on the cake” in the grand scheme of things though, ultimately, using the appropriate software and reaction/implementation practices is the most effective way for large organizations to manage and respond to impactful reviews.
Two companies that have services and customize-able platforms that I was able to test were: Frost Media Solutions and Bright Local which both aim to ensure businesses are being represented fairly on review forums by encouraging more consumers to review online straight away while the information is still fresh in their minds. The immediacy of online consumer reviews following the experience means consumers are getting the most up to date information – there’s no point reading a review from 4 months ago if the hotel has made changes since then, and purchases and on-screen engagement history on message boards reflects this similarly as well.