Online reviews remain an important source of information for consumers. Our latest research shows that 95% use reviews when making a purchase or choosing a service, while 84% consider them an important part of the decision-making process. Among under-55s, that rises to 92%. 

But while reviews remain influential, consumers are becoming more sceptical about what they read. Increasingly, they are looking beyond ratings alone and paying closer attention to how brands respond to and act on feedback.