As the number of product and purchase reviews logged and blogged on the internet explodes, marketers can’t afford to sit on the sidelines. According to Pew Internet & American Life Project Director Lee Rainie, consumers have always sought advice for major purchases, but the internet has made it easier for them to find real experts and easier for marketers to observe the process. The Pew Internet & American Life Project details how people are leveraging the internet to improve their networks.

iMedia Connection: Social Nets Study has Marketing Lessons by Nanette Pietroforte

We found that the internet plays three important roles as people seek help when they face important decisions. First, the internet helps people connect to others who can offer them advice and support. Second, the internet yields information that allows people to compare their options. Third, the internet is seen as a source where people can find experts to help them work through all the information they find. If marketers find out how to tap into one of those three realms, they could prove helpful to customers.

Many retailers, such as CompUSA are now encouraging customers to post product reviews. Are you reading your reviews?