I read everything, too. In the end, it's the overall ratings of reviewers that sways me more than anything else. If a product has 20 five-star reviews and no one-star reviews, for example, I feel confident that it's at least a quality product. If it's mostly three-star and below, I move on.
After that, I weigh both the pros and cons, as well as the specs and reviewers' experience. If I'm familiar with a reviewer and their preferences, that's especially useful.