When it comes to purchasing consumer electronics (CE), the vast majority (94%) of buyers conduct at least a single activity to form an opinion about a product, and searching for reviews online is the primary way they seek out product opinions, reading an average of 11 reviews before choosing a product. As it turns out, according to survey results from Weber Shandwick [pdf], buyers tend to focus more on consumer reviews than professional reviews in this all-important process.

via Consumer Electronics Buyers Rely More on Consumer Reviews Than Professional Reviews.