Why Do Consumers Read Online Product Reviews?

  • Over four in five (86%) shoppers Expect Customer Testimonials they read online
  • Most trust is Moderate in Character with 73% saying they’somewhat trust online reviews
  • Just over one in ten (13 Percent ) shoppers find online shoppers Quite Reliable
  • Nine in ten shoppers Think people post fake reviews online with Almost half (48 Percent ) believing it happens Occasionally
  • Men (90 Percent ) and women (89%) are equally likely to be suspicious of fake Testimonials online
  • Millennial’s (88 Percent ), boomers (89%), and seniors (91 Percent ) all believe that people post fake online Testimonials
  • Over four in five (84%) shoppers trust online reviews from other consumers over Actors and experts
  • 3 in 5 shoppers are Doubtful that reviews have been Purchased by companies and brands
  • Over half (57 Percent ) of shoppers are Doubtful that negative reviews have been Eliminated by companies and brands


Shoppers read online reviews to form their purchase decisions because they trust in the experiences shared with other shoppers. Over four in five (86%) shoppers say that they find online review very or somewhat reliable. The majority of this trust is, however, mild in nature with almost three in four (73 percent ) shoppers saying they’marginally’ trust online testimonials compared to just over one in ten (13 percent ) who find online reviews really reliable.

This lack of complete trust in online review stems from fear of bogus reviews. Nine in ten shoppers think people post fake reviews on the internet with almost half (48 percent ) of all shoppers presuming it happens at least occasionally. Men (90 percent ) and women (89%) are equally likely to be suspicious of fake online testimonials. Shoppers across all key age groups — millennials (88 percent ), boomers (89%), and seniors (91 percent ) — are conscious that people post fake online reviews which makes this a crucial challenge that retailers will need to address.

The very best way in which retailers can address bogus reviews and acquire shopper trust is by making reviews as transparent and authentic as possible. 1 way of accomplishing this is by encouraging more regular shoppers, not actors and experts, to post reviews. Over four in five (84%) shoppers trust online reviews from other consumers over actors and experts.

Retailers and brands may use’confirmed purchase’ to ensure that a review hasn’t been paid for. 3 5 shoppers are doubtful that reviews are purchased by companies and brands.

There should also not be any filtering of unwanted reviews. Almost all (95 percent ) shoppers develop skeptical at the absence of negative reviews. Generally speaking, over half (57 percent ) of shoppers tend to think that negative reviews are removed by businesses and brands. This shows the relative value of maintaining negative reviews. The truth is almost 7 in 10 (68 percent ) shoppers anticipate reviews more when they see negative reviews.

The significance of negative reviews is highlighted in the fact that over four in five (82 percent ) shoppers actively seek out negative reviews. These shoppers are more engaged in the research process as well spending more time and consuming more information than other shoppers who don’t actively seek out negative reviews.

Negative reviews go a long way to converting browsers to shoppers. Online shoppers who hunt and read negative reviews are 85% more likely to get the product in contrast to other shoppers, showing that shoppers need a balanced view from online reviews rather than only a glowing account of how good a product is.


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