New survey by Reputation shows online reviews are now crucial to purchasing decisions, highlighting the importance of engaging with feedback as retailers approach Black Friday.

LIVERPOOL, UK – 26 NOVEMBER, 2024 – As Black Friday ushers in the busiest shopping season of the year, a new survey from Reputation reveals a significant shift in UK consumer behaviour, with 68% of consumers now turning to online reviews as their primary source for purchasing decisions. 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 holiday shopping frenzy, customer reviews (57%) outweigh in-store experiences (49%) and social media influence (22%) in guiding purchase decisions.

Navigating trust in the age of AI

Amid this growing dependence on online reviews, nearly half of the respondents (49%) express concerns about the authenticity of AI-generated reviews. 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 Boomers and see AI as a double-edged sword, with nearly 25% saying the technology could enhance review reliability.

The impact of negative reviews

Negative feedback plays a substantial role in the decision-making process. Approximately 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.

Economic uncertainty amplifies the importance of reviews

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.

Generational divide in brand trust

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. Boomers take the opposite view, with only 22% seeing an improvement in brand honesty. 

 Boomers (22%) are more likely to perceive a decline in brand honesty over the last 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, Boomers appear more likely to accept brand promises at face value, with 27% indicating that brands rarely or only occasionally overstate their product benefits.

The imperative for businesses to engage and respond

“British consumers are relying on online reviews more than ever,” said Joe Burton, CEO of Reputation. “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.”

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.

Building trust with proactive reputation management

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.

“Listening and responding to customers fosters trust and shows that their opinions genuinely matter,” continued Burton. “In a competitive environment, especially during the holidays, staying engaged keeps brands relevant, trusted and ahead of the competition.”

About the survey

The survey was conducted by Prodege and polled a representative sample of 530 UK consumers to explore attitudes towards online reviews, brand trust and the impact of AI on review authenticity.