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Quote: Online retailers who think consumer feedback on their site or on the sites of third parties will serve primarily to surface criticism about themselves or their products should think again. A new report from Jupiter Research finds that online shoppers who provide feedback are more likely to report on a positive experience than a negative one.

According to Jupiter’s Retail Marketing report, “Driving sales through consumer-generated content,” 9% of shoppers polled reported writing a product review on a store site about a product they liked, versus 4% who did so about a product they didn’t like. Consumers also were more likely to take an online survey about a research or purchase experience if their experience had been good – 43% of those surveyed reported doing do – than after a bad experience, which 17% of online shoppers had done. The number of consumers who sent e-mails to customer service after either a bad or a good experience was the same, 12%.

While about a third of online shoppers don’t share their shopping experience with the retailer, a third-party site, or even friends, most – 65% -- do,...