A recent study by the E-tailing Group found that 65% of respondents (”Social Researchers”) use an online review always or most of the time when making an online buying decision. The “Social Shopping Study 2007″ surveyed 1,200 respondents who shopped online at least 4 times a year, spending at least $500.

The survey found that 86% of Social Researchers find product reviews extremely or very important. More significant is that 82% of respondents said that an online review is more helpful than speaking with an in-store associate, and 93% are likely to start their shopping on a site that offers product reviews.

Read more about the study at Multi-Channel Merchant.