The Opinion Economy

91% of 18–34 year old consumers trust online reviews as much as the recommendations of their friends and family. 50% of online reviews accurately reflect the quality and value of the product/service being reviewed. Colorado University study argues that the average consumer is under the assumption that “we are entering an age of almost perfect information, allowing consumers to make more informed choices and be influenced less by marketers, largely due to the “proliferation of new sources of information.”