In a recent report by comScore and The Kelsey Group, online surveys and consumer ratings of hotels, restaurants and other services have been identified as having a significant impact on the likelihood a consumer will make a purchase. 
Online, consumers share reviews of services and products readily with one another. These informal reviews serve as referrals for others to make a purchase. Many of these purchase decisions are contemplated online by viewing these reviews and actually made off-line in a store or restaurant. The main point of this study is to confirm what we already know. Online resources have a major influence in driving off-line purchasing decisions. It would be amazing if a company could actually track the impact of these types of online consumer interactions on off-line spending…
