Retailers looking to drive customer success and build a positive customer experience had better keep an eye on their reviews. According to new research from brand presence platform Yext, 98% of Gen Z check ratings before making a purchase.
Reviews have long been a way for consumers to gauge quality, but their influence has never been stronger – especially among younger generations, with just 1% of millennials and 2% of Gen Z saying they never check ratings before making a decision. The research reveals that online reviews now outrank high search rankings and social media as the most powerful trust signal, shaping consumer decisions online and in-store.
Key stats show that reviews are non-negotiable for younger consumers with 71% of Gen Z and 66% of millennials always checking reviews before visiting a physical store or restaurant. Even Gen X (54%) relies heavily on reviews, though reliance drops for older consumers (Boomers 36%, Silent Gen 24%) The British are even more review-reliant than the French and between Gen Z and Boomers – British Boomers are nearly 50% more likely to rely on reviews before in-store visits, while 35% of UK Gen Z always check reviews first, compared to just 18% in France.
Reviews and trust lead the way
Reviews also beat AI product recommendations according to the research. Review sites are the third most popular source for product information, behind search engines and social media. Trust hinges on reviews, transparency and active social media – reviews are the #1 driver of brand trust across generations, but trends especially high among millennials (72%) and Gen Z (71%). Meanwhile, having an active social media presence makes brands more trustworthy to 69% of millennials and 81% of Gen Z.
The research also shows fake reviews are under fire: The CMA’s investigation into fake reviews on Google reflects growing concerns about review authenticity, increasing pressure on brands to ensure their reviews are authentic, accurate, and well-managed. Trust isn’t just about reviews – 24% of consumers expect a brand to respond to comments within the same day, and 6% expect an instant reply, demonstrating rising customer expectations for all digital communications.
Finally, AI is reshaping search, but human authenticity still wins: Half of consumers globally say they trust AI-generated responses in search, but reviews and responsiveness still form the foundation of trust in brands.