What consumers trust most when purchasing a new product
In contrast to the 2019 study, we can see an increase in trust in customer reviews by 3 percentage points. Recommendations from friends and acquaintances were the least trusted purchase factor last year, but this year it moves into second place. With the growth of online commerce and the abundance of opinions and reviews about products, personal recommendations are becoming more important again.
Compared to other European countries, Germans base their purchasing decisions least on online reviews. In Italy, Spain, France and the Netherlands, over 50% of consumers trust reviews the most when making a purchase.
We wanted to know what an online review has to look like so that German buyers trust it
43% of Germans read 6-10 reviews before making a purchase.
A product must have between 5 and 20 reviews for consumers to trust it.
As the number of online reviews decreases, the overall rating level becomes increasingly irrelevant. For example, korea telegram data 75% would be more likely to buy a product that has 4/5 stars from 15 reviews than a product with 5/5 stars from 5 reviews.
We asked survey participants to rank the 5 pillars of a meaningful customer review by importance and found interesting changes compared to the 2019 results .
The 5 Cornerstones of a Customer Review
In 2019, customer reviews with text were significantly more trustworthy than a rating that was only given stars. This year, however, star and text ratings are equally important. It is becoming increasingly important to make purchasing decisions quickly. Customers do not have time and do not want to spend time searching for products. Customers want a personalized experience , individual product suggestions and recommendation mechanisms in online shops. The star ratings therefore enable quick decisions to be made.
The timeliness of customer reviews has also increased significantly in importance. 40% of Germans only read reviews that are no older than 3 months.
Reviews about electronics influence the purchase decision the most
In Germany, 43% trust reviews strongly to very strongly. This puts Germany in the middle of the pack compared to other European countries. Trust in reviews is highest in Spain at 73% and lowest in Italy at 30%.
How much online reviews influence the purchase decision
The importance of online reviews for the purchase decision varies mary-alice dennehy trader depending on the product the customer is interested in. Reviews for electronics and travel are particularly important. For 67%, online reviews have a major
The growing danger of fake reviews
As the importance and number of user reviews increase, so singapore number do the Which online number of fake reviews. More than half of consumers believe that 50% or more of the reviews are fake.
So what do users do to protect themselves from fake reviews?
46% check whether the seller also has negative reviews.
41% look for repetitions of phrases.
40% make sure that it is a trustworthy review platform.
Let’s take a look at which platforms reviews are read on.
