76% of US shoppers place more trust in brands that offer customer ratings and reviews (Bazaarvoice 2007).

Forrester Research says (2008) 71 percent of online shoppers seek out product reviews written by other customers before they buy.

Google’s retail industry director John McAteer says (2009) that the volume of reviews is crucial for increasing conversions, with 20 the magic number, at which point the product becomes more attractive and inspires further reviews.