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The number of North American consumers who have purchased goods and or services online has more than doubled from 22% in June 2000 to 49% in September 2007.

Nearly 7 out of 10 online buyers surveyed said they checked at least four reviews before spending their money. Respondents further stated that they checked a fairly large number of reviews before making their purchasing decisions. Nearly 9 out of 10 US online buyers surveyed earlier this month said that they read customer reviews at least "some of the time" before making a purchase.

The survey also found that nearly two thirds of consumers wanted user ratings and reviews while about 6 out of 10 were more focused on prices and wanted special offers or coupons along with product and price comparison tools.

And more than half of all respondents surveyed said they read user reviews as part of their product research. Reviews were the most desired web functions for US internet users, another study conducted by Avenue A/Razorfish showed that in the third quarter of 2007.

They can go online for the thoughts and experiences of thousands or millions, if they don't personally know someone who has used a product or service. Obtaining objective opinions has never been easier for consumers.

Purchasing goods and services online is becoming a common experience for internet users both in North America and around the world and ratings and review sites are fast becoming more and more influential in the purchase decision making process.

Addressing consumers' security concerns could make online buying even more common. Studies and surveys are showing that most online buyers are doing just that.