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According to Nielsen’s "Global Trust in Advertising and Brand Messages" report, which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers said they trust recommendations from friends and family above all other forms of advertising. From an ecommerce perspective, there are a number of benefits to using consumer-driven ratings and reviews. They provide reassurance to the customer during the decision making process, relieving them of insecurities they may otherwise have. They also help customers find products that best fit their needs and help guarantee a more satisfying shopping experience. 

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