A new survey commissioned by Reputation, the global leader in reputation performance management, reveals that online reviews have become one of the most influential factors in consumer decision-making, surpassing traditional sources such as company marketing efforts, influencer opinions, and even advice from friends and family. The survey, conducted by research firm Prodege in the fall of 2024, gathered insights from 2,000 consumers across the United States, revealing significant shifts in consumer trust and the purchasing process.
The survey was conducted to support National Leave a Review Day, which takes place on October 22, and to shine light on the importance of online reviews. According to the findings, 54% of consumers are putting their trust in online reviews first, outweighing the opinions of friends and family (24%), company claims (18%), social media influencers (2%), and media reviews (2%). Notably, 77% of respondents stated that they find online reviews to be “mostly” trustworthy.
When given 12 business attributes to choose from on what matters most when making a purchasing decision, consumers found the following four most important:
- Product or service quality (90%)
- Customer service and support (76%)
- Brand reputation (69%)
- Customer reviews (65%)
Younger generations, particularly Gen Z, place even more emphasis on online reviews, with 76% rating them as the second most important factor behind product quality. Personal loyalty to the brand (44%) and a brand’s stance on social and political issues (24%) were the least important attributes to consumers.
“Consumers today are placing their trust in online reviews like never before, and this trust in the collective wisdom is now more powerful than company marketing, mainstream media reviews, and influencer opinions combined,” said Joe Burton, CEO of Reputation. “For businesses, this means focusing on delivering exceptional experiences, actively encouraging customer feedback, and engaging meaningfully with online reviews. By doing so, all businesses can harness the power of customer voices to build trust, drive growth and deliver the most personalized experience possible.”
Erosion of Trust in Institutions
The survey also highlights a sharp decline in trust across institutions such as government, media, and large corporations. Fifty percent of consumers reported not trusting any institutions or social media platforms when making purchasing decisions. Only 2% of respondents expressed trust in Fortune 500/1000 companies, while 97% believe that companies often exaggerate the value of their products or services. Similarly, trust in national media (4%) and government (5%) remains low across all generations and demographics.
Inflation Increases Reliance on Reviews
The perceived importance of consulting reviews before a purchase almost doubles from 30% to 55% in times of economic uncertainty. This trend is especially pronounced among younger generations, with 63% of Gen Z and 61% of Millennials increasingly relying on reviews as consumer prices rise.
Both Concern Around and Interest in AI-Generated Reviews
AI’s role in generating reviews has sparked concerns among consumers, with 53% of survey respondents expressing fear that AI could compromise the trustworthiness of online reviews. Additionally, 87% of respondents admitted that they struggle to differentiate between genuine reviews and those created by AI. Millennials were 50% better than Boomers at identifying fake reviews, though only 15% of Millennials considered themselves proficient. Interestingly, nearly a quarter of Millennials believe AI could actually improve the trustworthiness of reviews.
Active Review Management is Crucial for Business Success
For businesses, the survey reinforces the need to actively manage online reviews. Negative reviews sway 67% of consumers away from making a purchase, but companies have a chance to turn this around by directly responding to these poor reviews. The vast majority of respondents (85%) indicated that seeing and reading responses to negative reviews factors into their decision-making process. Furthermore, businesses that respond to negative reviews within 24 hours see a 33% increase in the likelihood of consumers upgrading their ratings.
“Businesses can no longer afford to ignore online reviews,” said Burton. “Responding promptly and thoughtfully to both positive and negative reviews is a game-changer in building trust and improving customer perceptions. Our data shows that consumers are willing to give companies a second chance if they feel heard.”
The recency of reviews also plays a significant role in consumer trust, with 67% of respondents stating that reviews from the past three months are highly or moderately important. Only 39% of consumers find value in feedback that is over a year old, suggesting that businesses must continually solicit fresh reviews to remain relevant in the minds of consumers.
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