B2B software buyers check online reviews to learn about product quality, ease of use, cost effectiveness, and security. 66% read reviews for quality, 61% for ease of use, 52% for cost effectiveness, and 52% for security.
56% always read reviews when buying and 33% often do. Buyers age 42 and younger are more likely to read reviews than those 43 and older.
64%, 68%, and 54% of buyers read reviews during the awareness, consideration, and decision stages of the buying process respectively.
... continue reading below
What B2B Software Buyers Look for in Online Reviews
Don't worry ... it's FREE!
Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.
Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.
See how AI amplifies B2B marketing's four pillars—content, influencer marketing, SEO, and social media—boosting efficiency and impact. Read more.
What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?
What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.
Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, according to recent research.