Social shopping with ratings and recommendations has been described by two perceptions, the importance and efficiency of user generated ratings and reviews and a rather low involvement of about 10 up to 20 % of the audience. The latter is changing fundamentally according to a study by Immediate Future, which has surveyed the occurences in the UK. According to the study “The Social Shopping Explosion” now about 53 % of shoppers to actively participate in evaluating products. Whereas the study has been done in the UK, similar occurences are expected in the US market.

53% of Online Shoppers Posted a Review Last Month

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