Bazaarvoice has provided an indication of just how far the market for customer reviews has now expanded, revealing that it has served more than 100 billion impressions of its user-generated Reviews, Answers and Stories services since its launch.

The company, founded five years ago, says that 80% of consumers are now seeking user-generated review content to guide purchases. Bazaarvoice now has 750 clients, operating in 25 languages and 36 countries.

“Recent years have seen many of the conversations traditionally held in person increasingly digitised online to the point where they now widely influence purchase decisions,” says Andy Leaver, international vice president at Bazaarvoice. “Reaching 100 billion impressions illustrates that brands appreciate this and are rewriting their textbooks on marketing and merchandising to utilise the business benefits that user-generated content brings.”

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