It’s no secret I’m a fan of online shopping. I enjoy the privilege of actually holding, testing and seeing the products I’m purchasing, and I can’t get that online. But what’s normally lacking in a traditional store is the wealth of knowledge from experienced buyers. In other words, I live for reviews.
I’m not an impulsive buyer. I read dozens of reviews on Amazon before trying something (and I always start with the most negative review rated most helpful).
Here are the circumstances when I have to read reviews. If…
- I haven’t used a product before
- the item hasn’t come highly recommended from a friend or respectable acquaintance (i.e. Twitter)
- it is fairly expensive purchase ($50+)
- there is a cornucopia of options (e.g. iPad Bluetooth keyboards)
- I haven’t heard of it from another source before (in the case of books or movies)
- I’m in a new city looking for local food
Here are the two situations when I don’t read reviews:
- I want it right that second (e.g. food, candy bars)
- It is a cheap consumer staple (e.g. toilet paper; but now that I think about it, I’m going to check into some reviews)
So the short list of non-review situations is pretty pathetic. I’m a review-o-holic. I normally share the love in return via Twitter or this blog, because I’m an evangelist in every sense of the word for things worth talking about. All of this to say, I know it’s an issue.