November 28, 2024
Online reviews are the primary source for purchasing decisions of UK consumers
UK consumers are increasingly turning to online reviews to guide their purchasing decisions, according to a recent report by Reputation. Notably, 68% of them favours online reviews over recommendations from family and friends (24%), and brand claims (18%). Influencers and media play the smallest role in shaping purchasing decisions, both at 2%.
Younger generations (Gen Z and Millennials) are spearheading this trend, with more than 75% of them prioritising online reviews above all other sources. Especially during holiday shopping season, customer reviews (57%) have more power over in-store experiences (49%) and social media influence (22%) in guiding purchase decisions.
While online reviews are often seen as a genuine and reliable source of feedback on products and services, the rise of AI-generated reviews could undermine their authenticity. The majority of consumers (87%) have difficulties discerning between real and AI-generated reviews.
The impact of negative feedback on consumer choices
The report also finds that negative reviews are becoming a decisive factor in consumer choices. Over half of consumers (52%) actively seek out negative feedback, with 70% stating it significantly impacts their decisions. Women and Millennials (73% each) are particularly influenced, highlighting the need for businesses to address criticism swiftly.
Economic uncertainty has further amplified the importance of reviews, with reliance on peer feedback among budget-conscious shoppers rising from 30% to 55%. For 68% of Gen Z consumers, reviews hold nearly as much weight as deals and discounts.
The survey also uncovered generational differences in brand trust. While younger generations are more optimistic about brand honesty (62% of Gen Z and 54% of Millennials), Boomers remain skeptical, with only 22% noting progress. Despite this, 38% of respondents believe brands often exaggerate product benefits, making authenticity and responsiveness key drivers of trust.
“British consumers are relying on online reviews more than ever. For businesses, this is a clear signal to prioritise exceptional customer experiences and actively engage with feedback. In an era where many consumers actively seek out negative feedback, responding thoughtfully can be a game-changer in building trust and driving growth, especially during pivotal periods like Black Friday,” said Joe Burton, CEO of Reputation.