Many people now do not buy any product or service on the internet without first consulting with one of their new personal gurus – internet review sites! From books and holidays to dating sites and automobile insurance, we check the internet first to see what other people thought of it – and whether we can find it cheaper elsewhere!
This is a new phenomenon which was relatively unheard of before the internet. We used to rely on word of mouth and usually bought any product or service in person. We would head off to the bookshop and touch and feel the books; or go to the local travel agent for their recommendation on holidays and travel.
The fact that we now purchase so much online means that we have little personal interaction and recommendation to go by – hence the huge popularity of these review sites. We genuinely want to know people's opinion on what we are thinking of buying otherwise we are buying unseen.
One drawback is that you often wonder how genuine and unbiased these reviews are. Some of them seem too positive to be true and you cannot help thinking that they have been commissioned by the person trying to sell the item. But then again maybe I am too sceptical…
Used as a guide rather than the final decision breaker, review sites are incredibly helpful and help us to make a much more informed decision.