How Much Do Consumers Rely on Reviews?

How Much Do Consumers Rely on Reviews?


People have always looked to reviews and recommendations to help them decide which products and services to use. What started as word-of-mouth and recommendations from friends became big business when companies like Which? started to publish their professional reviews. Companies would work hard to ensure that their products were top quality and backed by the professionals.

In the internet era, the importance of reviews has swung back to place the emphasis on user write-ups. Sites like Goodreads and Amazon actively invite customers to review the products they have received and used, and these reviews are published for future customers to see. These reviews are really easy to find and help people decide what products to buy.

There are also entire review sites dedicated to helping people find the best possible online services and products to suit their needs. But how often do people make the effort to compare reviews before purchasing? Statistics suggest it’s as many as 9 out of 10, making online reviews one of the most important things a company can invest in to boost their sales.

It’s All About The Reputation

Good reviews can’t be bought, they need to be earned, and a good reputation is the same. There are so many options for consumers to choose from nowadays that it can be confusing and daunting. Reviews and reputation give people somewhere to start, because who isn’t going to want to get the best product or service they can afford?

Companies that have been around for many years have earned a good reputation through consistently obtaining good reviews. When people purchase white goods, they know that brands like Neff and Bosch can be trusted to produce high-quality items, and so might be content to purchase without even looking up the latest reviews.

But most new businesses don’t have this reputation to trade on yet, and so good reviews are crucial in getting the word out there.

Online Casinos and Reviews

One industry which is heavily reliant on good reviews is the online casino industry. With hundreds of casinos to choose from, most of them launched this millennium, knowing which one suits you best is impossible without getting a little help. This is why online casinos put so much work into attracting customers, being competitive, and developing a trusted reputation among reviewers.

Most online casino reviews come from actual users and they can give a valuable insight into exactly what it’s like to play at that site, how good the customer service is, and which games are the most exciting. If you’re looking for an online casino, it won’t take you long to work out which casino gets the best reviews.

Players also review the different games on offer at online casino sites. This is especially useful when trying to distinguish between the hundreds of online slots on offer. Because different online slots have different RTPs, volatilities and jackpots, it’s important for players to know which ones best suit their play styles. Reading reviews is the best way to do this.

Reviews in other Industries

Another area where reviews are really valuable is the service industry. Plumbers, builders, gardeners and other traders all rely on good reviews from past customers to attract new customers. Unlike global brands, these businesses work locally and are often referred to potential clients through reviews on local trade sites or social media pages like Facebook. The reviews given here aren’t anonymous, which gives them an added air of trustworthiness, which is why 8 out of 10 customers actively sought out online reviews for local businesses.

In industries dominated by big brands, positive reviews can mean the world to newer companies. Consider the global telecoms market – undoubtedly mobile phone sales have been dominated by Apple and Samsung in recent years, but a surge of positive reviews for new launches by Huawei has meant that the company has been able to compete alongside the big names. Yes, they offer cheaper phones, but reviews have shown that this doesn’t necessarily mean they are technologically inferior, and as a result, customers have flocked to stores to pick up their new devices.

Positive Reviews are Invaluable

Positive reviews are far more important that negative reviews, especially to emerging companies. Companies that have an established reputation can weather negative reviews, because the brand name itself still carries weight with customers: people are going to buy the new Apple iPhone because they want one, regardless of any negative reviews or comments.

But for a new competitor, a handful of positive reviews can be all that’s needed to bring them to the attention of the public and increase their sales figures. And more sales bring more reviews from satisfied customers, starting the cycle all over again.


Consumers are relying on reviews more than ever. This is partly because there is so much more choice now in every industry, but also because the internet has made reviews so much easier to leave and find. In fact, most companies actively display their reviews alongside their products and services, meaning that people don’t even have to go searching to find out how good the products are.

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