Issue link: https://viewer.e-digitaledition.com/i/1100848
POWERED BY www.mesh01.com How trustworthy do you think online reviews of stores generally are? When purchasing items/checking out at brick and mortar store, which do you prefer? 48% 40% 12% Traditional cashier Self checkout Purchase from associate on sales floor Do you require a discount on product before buying it when you shop in a store? 75% 8% 16% Sometimes Always Never How much would you be willing to pay for same-day delivery from a retailer? 35% 52% 11% 2% Zero Up to $10 $10-$20 More than $20 12% 4% 85% Do you follow any sporting goods retailers on social media? 41% 40% 18% 45% Instagram Facebook Twitter Do not follow on social media Are you a member of a loyalty program for any sporting goods retailers? Have you ever bought an item online and picked it up in store? YES YES NO NO 24% 76% 20% 80% See the complete list of consumer comments at trendinsightmag.com Detailed reviews and verified reviews tend to be more trustworthy. Female 58 I think that if someone took the time to comment then the review should be their honest opinion. Female 45 Somewhat trustworthy. I do know that some sites like Amazon will offer free products or rebates for positive reviews. Female 38 I have found online reviews to be fairly accurate. I especially think it's applicable when there are a large number of reviews since this will average out. And I like to read the bad reviews completely since sometimes the experience may not be applicable to me. Female 38 I find some screening is required of the reviewer, sometimes people are not very bright... I'll review with the lens of the content and context of their comments. Female 57 I take most reviews with a grain of salt. Sometimes the people leaving reviews just had a singular bad experience. That being said if there are a multitude of bad reviews saying the same thing then it will hold more value. Male 36 Sometimes, like on Amazon, people get paid to give good reviews even if the item is bad. Female 31 Negative reviews are usually genuine, but some people have unrealistic expectations of a product before purchase, so they are ultimately disappointed. Female 39 I think some people only review when they have something negative to say, so reviews can definitely be skewed. Female 34 None are 100 percent accurate but you can get an overall average opinion. Male 34 You have to filter through spiteful com- ments and unfair expectations. Male 37 I usually ignore any reviews that are very bad assuming that person just had some- thing to complain about or is a negative person. I will not let a small number of reviews change my opinion, but will look at a larger number to make a decision. Female 27 It seems as though people are more likely to share a negative experience than a positive. For every negative review made, there are many more positive reviews due. Female 34 I think most reviews for individual shops are pretty genuine. You can usually tell if someone is being unreasonable or had an awful experience. When the company responds to criticism, that always is a plus in my book. Female 49 I think it depends on the person who wrote the review. If it is a very specific negative experience, I tend to take it with a grain of salt. If everyone is having the same negative experience, I am a little more hesitant. Female 29 Some people just want to vent. Female 32 Depends on the source. Yelp had an awful scandal a few years ago regarding removing positive reviews and charging businesses to restore them. Male 34 It depends on how many reviews. The more reviews, the more trustworthy on average it is. Male 34 Somewhat trustworthy Not at all trustworthy Very trustworthy sportsinsightmag.com Sports Insight March/April 2019 • 33