According to David Weinberger today…
According to the Center for Media Research:
A recent survey on current attitudes towards customer ratings and reviews by Bazaarvoice and Vizu Corporation, shows that about three out of four shoppers say that it is extremely or very important to read customer reviews before making a purchase, and they prefer peer reviews over expert reviews by a 6-to-1 margin.
Of couse, Bazaarvoice provides customer review capabilities to vendors.
I don’t know about the 6-to-1 spread, but I don’t doubt people’s preference for peer reviews. And we find with Front Porch Forum that folks like reviews from nearby neighbors even better… one of the most common types of posting on the FPF neighborhood forums.