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The Facts About Online Reviews: Online reviews are perhaps trusted even more than what friends and family say these days. "User reviews are more influential than third-party reviews." (â€Web users and web community,†Rubicon Consulting, Inc. October 2008) About 90% of people browse through online business reviews before buying (or not buying) your services; 90% of whom automatically trust these reviews. (Kudzu.com survey of 600 users, December 2008) Almost 75% of consumers read product reviews on the Internet. (Deloitte & Touche, September 2007) Customers consult Websites with product and service reviews, even beating out a knowledgeable friend (59%). (Marketing Sherpa, July 2007) Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, sometimes exaggerating the facts to your harm. (Deloitte & Touche, September 2007).