In today’s digital era, product reviews play a crucial role in shaping consumer decisions. However, while people rely on reviews to guide their shopping decisions, they are often less inclined to write them. This means businesses need to rethink how they request consumer feedback.
Moreover, the growing prevalence of fake reviews and paid testimonials has eroded trust in this content, leaving consumers skeptical of its authenticity. Given this content is often collected and managed by businesses, they have an opportunity to rebuild the lost trust and ensure authenticity and transparency in the feedback process.
Product reviews are not just beneficial, but essential for a business’s success, as nearly half (47%) of consumers would not buy a product or brand if it didn’t have any reviews. Moving forward, product reviews will continue to be invaluable for consumers and companies alike — as they can enhance credibility, influence purchasing decisions, boost sales, reduce the probability of returns, and highlight areas for improvement.
This report looks at the following areas:
- Market factors impacting how consumers shop and the role of product reviews
- Consumer engagement reading and writing reviews
- Importance of product reviews by category
- Sources where consumers look for reviews
- Relevant content in product reviews
- Motivations to write product reviews
- Influence of product reviews on purchase decisions
Product reviews are becoming more important to the shopping process. Brands need to manage feedback across multiple channels, while prioritizing authenticity.
Marisa Ortega, Analyst – Retail & eCommerce
Market Definitions
This report examines the usage and impact of product reviews on shopping behavior across various categories.
For the purpose of this Report, “product reviews” are defined as: ratings and customer feedback shared through platforms such as brand or retailer websites, social media channels, third-party review sites, or other digital resources.
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EXECUTIVE SUMMARY
- What you need to know
- What consumers want & why
- Opportunities to better utilize product reviews
- Opportunities to better utilize product reviews (continued)
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MARKET DYNAMICS
- Market context
- Market drivers
- Economic progress has stalled; annual inflation rises and consumer sentiment falls
- Total US ecommerce market size & forecast
- Fulfillment is becoming increasingly important for consumers even before making a purchase
- Consumer reviews get regulated
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Engaging with product reviews
- Who’s using product reviews?
- Encourage consumer reviews
- Graph 1: reviews engagement, 2024
- Facilitate the process of writing reviews
- Comfort with technology may impact consumers’ willingness to leave a review
- Graph 2: writing product reviews, by gender and age, 2024
- Black consumers are key contributors to product reviews
- Graph 3: writing product reviews, by race and Hispanic origin, 2024
- Importance of product reviews by category
- Product reviews are paramount when shopping for electronics and kitchen appliances
- Graph 4: importance of product reviews by category, 2024
- Younger consumers consider product reviews important, no matter the category
- Graph 5: importance of product reviews by category – NET, any important, by age, 2024
- In their own words: consumers talk about the importance of product reviews
- Black consumers prioritize reading reviews to ensure their money is well spent
- Graph 6: product reviews by category – NET, any important, by race and Hispanic origin, 2024
- Yuka lets shoppers evaluate product safety before buying
- Sources of product reviews
- Product reviews simplify shopping decisions
- Build visibility and trust early in the decision-making journey
- Graph 7: sources of product reviews, 2024
- Younger consumers want unbiased, clear and concise product reviews
- Graph 8: sources of product reviews, by age, 2024
- Huckberry leverages AI to enhance product reviews’ functionality
- Asian consumers seek credibility, while Black and Hispanics desire entertainment and relatability
- Graph 9: sources of product reviews – select responses, by race and Hispanic origin, 2024
- Product reviews are evolving through social media
- Social platforms used for product reviews
- Product reviews have a different look on social media
- Capitalize on YouTube, Facebook and Instagram’s broad reach to promote product reviews
- Graph 10: social platforms used for product reviews, 2024
- Leverage social media and influencers to engage a wider audience
- Product reviews through video-led content appeal to younger and Black consumers
- Graph 11: social platforms used for product reviews, by age, 2024
- TikTok has become a key platform for product discovery and evaluation
- Content on product reviews
- Visual information of the product in use can often be a more effective review than text alone
- Graph 12: content on product reviews, 2024
- Clothing rental services guide consumers on how to leave a review
- Haircare brand Nulastin challenges women to share their hair-shedding journey
- In their own words, consumers share the most relevant aspects of product reviews
- Make consumers feel secure when writing product reviews
- Graph 13: content on product reviews – I would be comfortable sharing this in my product reviews, by age, 2024
- Influential factors when reading product reviews
- Various factors of reviews play a role in building trust and guiding the consumer
- Graph 14: influential factors on product reviews, 2024
- Consumers may be skeptical if everything is positive
- Attitudes toward product reviews
- Product reviews play a key role in the shopping journey
- Graph 15: attitudes toward product reviews – importance of reviews, 2024
- JanSport leverages consumer feedback as part of its focus on constant improvement
- Happy consumers are the best advocates
- Graph 16: attitudes toward product reviews – motivations to write product reviews, 2024
- In their own words: Very positive, or negative, experiences motivate consumers to write reviews
- Show consumers how their feedback and reviews drive action
- Consumers are skeptical of product reviews
- Graph 17: attitudes toward product reviews – trust in product reviews , 2024
- Amazon and Google fight fake reviews
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INNOVATION AND MARKETING STRATEGIES
- Product reviews are shaping marketing strategies
- Persil explores modern approaches to product reviews
- Amazon turns 5-star reviews into an advertising campaign
- Thingtesting takes a community-focused approach to help shoppers feel more confident to try new brands
- Best Buy teams up with CNET
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APPENDIX
- Definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
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