A survey of US internet users from Better Business Bureau and Nielsen found that more than half of respondents use ratings and online reviews “always” or “often” to inform purchasing decisions.
Millennials were slightly more likely to do so than their older counterparts. And overall, just 11% of respondents said they don’t rely on ratings or reviews to influence whether or not they will buy something.
Interestingly, while poor online ratings and reviews are one of the top factors that cause consumers to lose trust in a business, price can change their opinion of that. In fact, roughly one in three consumers say they would still purchase from a business that has poor ratings or reviews—if the price is right.
For the most part, consumers check ratings and reviews at least sometimes before they make a purchase, according to a May 2017 study from market researcher YouGov. And roughly one in three internet users always do so.