We already know most consumers rely on the Internet and unbiased consumer reviews before buying anything. What we don’t know is how significant is its impact to offline buying habits.

A new study of comScore and The Kelsey Group reveals that nearly one out of every four Internet users (24 percent) reported using online reviews prior to paying for a service delivered offline.

This study also showed that consumers were willing to pay between 20 percent and 99 percent more for an Excellent (5 star) rating than for a Good (4 star rating), depending on the product category.

“This study underscores the importance of providing not just good, but excellent, service if a business hopes to generate positive consumer reviews which will result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.

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