In today's digital age, the collective voice of consumers holds more power than ever before.
From choosing a new smartphone to booking a weekend getaway, our decisions are increasingly shaped by the experiences of others.
But just how influential are these digital whispers, often found in the form of ratings and reviews? And what truly motivates us to share our own experiences, good or bad?
We recently delved into these questions, surveying consumers to uncover the fascinating dynamics behind how we use, contribute to, and are impacted by the world of online feedback. The results offer a compelling look at why ratings and reviews aren't just a convenient feature but a cornerstone of modern consumer behaviour.
When asked how often they typically post a review after using a product or service, our survey revealed:
These figures indicate a strong inclination among consumers to actively engage with the review ecosystem. A significant majority (over 89%) fall into the "sometimes", "very often" or "often" categories when it comes to leaving reviews. This suggests that for most individuals, sharing their experiences online after a product or service interaction is a regular, if not frequent, occurrence. Only a small fraction of consumers report “not very often” or “never” posting reviews, highlighting the pervasive nature of this online behaviour.
Considerations: Given that the vast majority of consumers are willing to leave reviews, how can businesses better encourage and streamline this process to capture more feedback? What strategies can be employed to prompt those who "sometimes" leave reviews to become more consistent contributors?
When asked about the general nature of the reviews they leave, our survey participants responded:
These results clearly show a strong bias towards positive feedback from consumers. A remarkable 94.1% of respondents indicate that their reviews are either "slightly more positive" or "predominantly positive". This suggests that while negative experiences certainly occur, consumers are far more likely to take the time to share a positive one when they do leave a review. This could be due to a variety of factors, including a desire to acknowledge good service or products or perhaps a reluctance to publicly air grievances unless truly significant.
Considerations: Given the overwhelming tendency for consumers to leave positive reviews, how might businesses leverage this to build stronger brand advocacy and trust? What does this positive bias imply about the impact of even a small number of negative reviews, and how should businesses prioritise addressing them?
When considering a new product or service, here's how frequently consumers reported consulting its ratings and reviews before deciding:
These figures reveal an overwhelming reliance on ratings and reviews as a critical pre-purchase step for consumers. A massive 86.2% of respondents "very often" or "often" consult these sources, indicating that for the vast majority, online feedback is an indispensable part of their decision-making process. Adding the 10.9% who check reviews "sometimes", a substantial 97.1% of consumers engage with online feedback to varying degrees. Only a tiny fraction of consumers (3%) “not very often” or “never” check reviews, underscoring the profound influence and embedded nature of this habit in modern consumer behaviour.
Considerations: Given that most consumers check ratings and reviews before making a purchase, what does this mean for businesses that have a limited or non-existent online review presence? How can companies ensure their ratings and reviews are easily discoverable and accurately reflect their product or service quality, especially since this is such a crucial touchpoint for potential customers?
When asked to rate the typical impact of ratings and reviews on their decision to use or purchase a product or service, on a scale of 1 (no influence) to 5 (very strong influence), our survey found:
These results strikingly demonstrate the profound influence ratings and reviews hold over consumer purchasing decisions. A combined 85.2% of respondents indicated that reviews have a strong (4) or very strong (5) influence, with over half reporting the highest level of impact. This data underscores that online feedback isn't just consulted but actively shapes the choices consumers make, serving as a critical trust signal and validation point. Only a small percentage reported minimal or no influence.
Considerations: Given that ratings and reviews wield such significant power over purchasing decisions, how can businesses actively manage and enhance their online reputation to ensure this influence is consistently positive? What strategies should be in place to not only gather reviews but also to leverage them effectively in marketing and sales efforts, recognising their strong impact on consumer trust and conversion?
When asked about the most likely reason that would prompt them to leave a review for a product or service, our survey found:
These results highlight that both strong positive and strong negative experiences are key motivators for consumers to leave reviews. While general product or service satisfaction is the leading prompt, a significant combined percentage (39.6%) is driven by negative experiences, whether related to the product itself or customer service. Exceptional customer service also stands out as a distinct positive trigger, demonstrating that both product quality and service interactions play a crucial role in inspiring feedback. The "Other" category suggests a broader range of less common but still valid motivations.
Considerations: Given that both exceptional satisfaction and significant dissatisfaction are primary drivers for reviews, how can businesses proactively encourage positive reviews while also effectively addressing negative experiences to mitigate their impact? What specific strategies can be implemented to prompt customers who experience "exceptional customer service" to translate that positive interaction into public feedback?
When consumers encounter a problem or dissatisfaction with a product or service, here's their most common first course of action:
These figures clearly show that the vast majority of consumers (a combined 91.1%) prefer to address problems directly with the company through various customer service channels (direct support, phone, or email) before resorting to public online reviews. Only a small percentage immediately turn to posting a negative review online. This indicates a strong preference for resolution and a willingness to give businesses an opportunity to rectify issues privately before making them public. The "Other" category also highlights various forms of disengagement or further research before public action.
Considerations: Given that consumers overwhelmingly prefer direct communication when dissatisfied, how critical is it for businesses to have highly accessible, responsive, and effective customer support channels? What implications does this have for managing negative feedback? Specifically, how can businesses encourage direct contact and successful resolution to prevent public negative reviews, which are a last resort for most?
When asked how the importance placed on ratings and reviews changes depending on whether the product or service is for personal use versus being a gift, our survey revealed:
These figures demonstrate that for the vast majority of consumers, the relevance of ratings and reviews remains consistent, regardless of whether the purchase is for themselves or intended as a gift. Over 61% find them equally important. While a notable portion (31.7%) prioritise reviews more when buying for themselves, only a small minority place greater importance on reviews for gifts. This suggests that trust and information derived from reviews are universally valued in the purchasing process, rather than being solely tied to personal consumption.
Considerations: Given that ratings and reviews are considered equally important for both personal purchases and gifts by a majority, how can businesses ensure their review strategy caters to this broad application? What implications does this have for product packaging or digital gift experiences, where the recipient might also be influenced by reviews even after receiving the item?
Our survey highlights that ratings and reviews are vital for today's consumers. People actively share mostly positive feedback, heavily relying on these insights before purchases. This significant influence shapes their decisions. When issues arise, most prefer direct communication with businesses before public reviews, and they consider reviews equally important for personal items or gifts. Ultimately, a brand's online reputation is constantly evolving through customer experiences. Businesses can build loyalty by directly addressing issues, and the continuous importance of reviews underscores their role as trusted information for savvy consumers.
These insights lead to key questions for businesses:
Are you prepared to utilise genuine consumer insights to develop your future products and services and address key questions?
Our Ratings & Reviews service (https://www.fieldagentsa.com/rate-and-rev-0) empowers businesses to gather authentic, verified reviews from real shoppers, helping to build a strong online presence and address the need for a robust review ecosystem.
Furthermore, to truly understand product positioning and consumer sentiment and to generate a steady stream of genuine feedback, our Product Sampling & Reviews service (https://www.fieldagentsa.com/buy-and-try), also known as "Buy & Try", mobilises a network of real shoppers to audit & perfect product portrayal and to purchase, experience, and review your products, offering invaluable insights and driving organic review generation.
With Field Agent, you're not just collecting data; you're building a stronger brand through the power of genuine consumer voice.
Ready to leverage real-world consumer feedback to shape the future of your offerings?
Partner with Field Agent for crucial insights that enhance the consumer experience:
Regards,
The Field Agent Team.