More than a third of internet users say they always check reviews before making a purchase—and fewer than one in five say they rarely or never check reviews.
According to a new survey by market researcher YouGov, fully 82% of internet users check reviews at least sometimes, and high percentage of them—roughly two-thirds—say they have reviewed a product or service online.
The YouGov survey aligns with other studies of consumer use of reviews. For instance, a December survey by Pew Research Center found that 40% of consumers in the US read digital ratings and reviews “always or almost always,” while another 42% said they sometimes read them.
The YouGov survey also delved into the details of consumers who leave reviews on various sites, and found that the practice is widespread (64% had done so) and that Amazon was the site that was most commonly mentioned as a review platform. Fully 45% of the respondents said they had left a review on Amazon. Other commonly mentioned sites were Google (16%), Yelp (11%), TripAdvisor (11%) and Yahoo (10%).