Here's a 2004 report from the Pew Internet & American Life Project about how people use rating systems. Of course, half a decade has passed since that time. I'm sure the % of users is no longer the same. Not sure if the demographics will hold. There's also a table that summarizes some of these reputation systems.
I also have some reference on this topic that I can share if anyone is interested. Most of what's published looks at trust and reputation systems and a lot of it is in conference proceedings (hasn't yet hit the journals, if it will).
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