Whether we do it using a desk-based computer, tablet or smartphone, the internet has become the first port of call for almost anything we are looking to buy or book, whether it be physical goods or services. It used to be the case that we had to physically go somewhere. But not anymore, anything we want can be ordered from the comfort of our own homes. The only problem with this: we don’t know how good the product is. So where do we turn? Online reviews.
No matter how big or small our purchase, we find ourselves turning to online reviews, this has made the internet a powerful ally of the consumer. Finding out what people really think of a product or service is now accessible for all to see and read online. The rise of Tripadvisor and other review sites has undoubtedly given the consumer a voice to channel and express their views.