Could a comment on the web determine the decision to purchase online? Have we chosen a product or service because of an opinion posted on the Web? It seems like today no one questions the fact that increasingly, the consumer has greater power and that the Internet provides an opportunity which has never been known before; one can now let other users know their likes and opinions. According to the adviser, Nielsen, 30% of the people do not buy anything without before consulting the opinions of other users.

Almost all internet users have turned to the web to look for a hotel, decide which tablet suits them best, or which cell phone has given other users the most problems. According to a study by Nielsen, 27% of internet users have used social networks in order to help in their purchasing decisions, 29% consult product reviews online, and 15% review the opinions that appear in forums and blogs. Many affirm that they would never buy a home appliance without taking a look at what people are saying on the net. Another significant piece of information: 43% of Internet users have online opinions in mind when it comes to buying a plane ticket.

Once the growing power of the online opinions of internet users has been verified, one would do well to drop the generalized myth that the internet is predominated by negative opinions, or that the Web is a center of rancorous and malicious comments.

In short, today the internet offers us the possibility of expressing an opinion and in this way contributes to informing the opinions of others or helping them to make a decision. Before the noise that generates the excessive amount of opinions online, more and more emerging portals and Web pages are trying to channel and organize those views to help the user make a well-considered and informed decision.