By Sara Spivey,

According to BazaarVoice, a digital marketing company, multiple information sources add to consumer confidence, but the most powerful is consumer reviews. In fact, 71% of people read consumer reviews before making a purchase and those shoppers who interact with reviews are 104% more likely to buy.

Though the Baby Boomer generation still tends to trust the advice of people they know (such as friends and family), the majority of younger Millennials prefer product reviews from people they don’t know. No matter what your generation, reviews matter!

Still think good online business reviews aren’t important? Keep reading.