Consumers consider many factors when making purchases, but online reviews are becoming increasingly dominant, reveals a recent survey by Reputation, a reputation performance management company. Today, 54% of U.S. consumers trust reviews more than opinions from family, friends, company claims, social influencers, or media.
The findings, released in anticipation of National Leave a Review Day on October 22nd, showcase the powerful role reviews play. According to the survey of 2,000 U.S. consumers, 77% of respondents deem online reviews “mostly” trustworthy. Product or service quality (90%), customer service (76%), brand reputation (69%), and customer reviews (65%) were identified as the top factors in consumer decision-making.
The survey also found that younger generations, especially Gen Z, place significant weight on online reviews, with 76% rating them as a key factor behind product quality. Personal loyalty to brands and their stance on social or political issues were among the least important attributes for consumers.
“Consumers today are trusting the collective wisdom of online reviews more than ever, surpassing the influence of traditional marketing and media,” said Joe Burton, CEO of Reputation. He stated that businesses need to focus on customer experiences and engage with online feedback to foster trust and growth.
The survey also highlighted a decline in consumer trust toward institutions, including large corporations, the government, and the media, with many respondents expressing scepticism about their claims.
As economic uncertainty and inflation rise, the importance of reviews grows even further. Younger generations increasingly rely on online feedback to make informed decisions, underscoring the need for businesses to actively manage and respond to customer reviews to maintain a competitive edge.