Online reviews appear to have shed their “Jackanory” image as works of pure fiction to become the primary source for purchasing decisions, with more than two-thirds (68%) of shoppers now turning to reviews before parting with their hard-earned cash.
According to a new survey from Reputation, this reliance surpasses recommendations from family and friends (24%), brand claims (18%) and opinions from influencers and media (both at 2%), highlighting the growing influence of peer feedback.
The research shows that younger generations are spearheading this trend in the UK.
An overwhelming 79% of Gen Z and 78% of Millennials prioritise online reviews above all other sources, indicating a generational shift towards digital trust mechanisms.
Even during the festive shopping frenzy, customer reviews (57%) outweigh in-store experiences (49%) and social media influence (22%) in guiding purchase decisions.
Amid this growing dependence on online reviews, nearly half of the respondents (49%) express concerns about the authenticity of AI-generated reviews. And, with 87% admitting difficulty in distinguishing between genuine and AI-created feedback, trust remains a pivotal issue.
Millennials are 50% more adept at identifying fake reviews compared to Baby Boomers and see AI as a double-edged sword, with nearly 25% saying the technology could enhance review reliability.
When it comes to star ratings, negative feedback plays a substantial role in the decision-making process. Just over half (52%) of consumers actively seek out negative reviews, and 70% report that such feedback heavily influences their purchasing choices.
This tendency is most pronounced among women and Millennials (both at 73%), emphasising the importance for businesses to not only accumulate positive reviews but also address negative ones promptly and effectively.
In the face of economic downturns, 51% of consumers note that reviews become even more critical. Reliance on peer feedback has surged from 30% to 55% among budget-conscious shoppers seeking confidence in their spending.
Deals and discounts remain influential, but for 68% of Gen Z shoppers, customer reviews are nearly as significant, suggesting a nuanced approach to value where quality and peer validation intersect.
The survey also uncovers a divided outlook on brand trust. While 46% believe that brand honesty has improved over the past decade, optimism is strongest among younger generations – 62% of Gen Z and 54% of Millennials feel brands are more honest today. Baby Boomers take the opposite view, with only 22% seeing an improvement in brand honesty. In fact, they are more likely (22%) to perceive a decline in brand honesty over the past ten years.
Despite this general optimism, nearly 38% of respondents believe that brands often exaggerate the value or benefits of their products and services. Interestingly, Baby Boomers appear more likely to accept brand promises at face value, with 27% indicating that brands rarely or only occasionally overstate their product benefits.
Reputation chief executive Joe Burton said: “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 the run-up to Christmas.”
The report emphasises that timely responses to reviews significantly impact consumer perceptions. Businesses that reply within 24 hours see a 33% increase in the likelihood of consumers improving their ratings. Moreover, the recency of reviews is crucial – 67% of consumers value feedback from the past three months.
As the holiday shopping season intensifies, the survey’s findings highlight a critical need for businesses to take a proactive approach to online reputation management. The combination of increased reliance on reviews and concerns over AI-generated content means that authenticity and responsiveness are more important than ever.
Burtin concluded: “Listening and responding to customers fosters trust and shows that their opinions genuinely matter. In a competitive environment, especially during the festive holidays, staying engaged keeps brands relevant, trusted and ahead of the competition.”
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