The majority (81%) of online shoppers have read product or retailer reviews by other customers when doing their holiday shopping, according to Nielsen Online.

Customer reviews are an important research tool for online consumers, with 71 percent saying that consumer reviews make them more comfortable that they are buying the right product.

When reading customer feedback, 63 percent of online shoppers said it was important to have multiple reviews for each product; 14 percent looked for reviews from trusted a source; and just three percent wanted reviews by people they knew personally.

“Consumer reviews are a must-have for online retailers, especially during the holiday season when shoppers are buying for others in categories they’re less familiar with,” said Ken Cassar, vice president, industry insights, Nielsen Online.

“Perhaps more than any other time of year, consumers are looking for outside feedback for guidance.”

Close to a quarter (24%) of online shoppers have spent more than $500 so far this holiday season, with 22 percent spending between  $100-199 online. The majority (78%) of consumers said convenience was the main reason for shopping online.

The most popular reason to shop at a particular online retailer was having made a purchase their in the past, with 62 percent of respondents. Search engines were the second most popular way to find an online retailer, with 38 percent of respondents