Online shoppers are not taken in by online advertising, and are turning to customer reviews, forums and blogs to help shape their decisions.

New research by More Computers found that 66 per cent of UK online shoppers are most influenced by the opinions of fellow customers.

Features like video reviews have yet to capture the imagination of even the most experienced online shoppers.

Web 2.0 features and online advertising exerted the least influence, at 37 per cent and 36 per cent respectively.

"Customer reviews are very powerful, and video reviews will soon catch up in popularity," said Brian Trevaskiss, operations manager at More Computers.

"Video sites like YouTube are full of product reviews and, when you've seen a good one you're converted. Nothing beats getting your hands on a new gadget, but it's not possible when you're shopping online."

Customer reviews were voted second only to technical specifications, when respondents were asked about the information they want to see on a shopping site.
A list of the accessories available for a given product came in third place, and the popularity of a product came fourth. Video reviews were voted the least important.

The most important offline influences were the recommendation of a friend, followed by magazine/newspaper editorials, salespersons advice, press advertising and TV advertising.