Consumer electronics buyers heavily rely on reviews when making purchase decisions, finds Weber Shandwick [pdf] in January survey results. But that doesn’t mean they’re not cautious about those reviews. In fact, 8 in 10 claim to be concerned about the authenticity of consumer reviews, and buyers demonstrate that a variety of elements impact their evaluation of a review. First among those, whether the review seems fair and reasonable, cited by one-third of respondents.

via CE Buyers Look at Various Elements When Evaluating Consumer Reviews.