Joe Buhler found a study from Marketing Vox that analyzed over 1300 online product reviewer's motivations. The results look good for those that are embracing this new wave of consumer involvement. They found that:
Fully 90 percent of respondents say they write reviews to help others make better buying decisions, and more than 70 percent want to help companies improve the products they build and carry.
The study also found that 79 percent write reviews in order to reward a company, and 87 percent of the reviews are generally positive in tone.
These findings should quiet the critics for user generated reviews. Do you embrace UGC in your reviews? What have you found?