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new survey from Reputation reveals a significant shift in UK consumer behaviour , with 68 % of consumers now turning to online reviews as their primary source for purchasing decisions . This reliance surpasses recommendations from family and friends ( 24 %), brand claims ( 18 %) and opinions from influencers and media ( both at 2 %), highlighting the growing influence of peer feedback .

The research shows that younger generations are spearheading this trend in the UK . An overwhelming 79 % of Gen Z and 78 % of Millennials prioritise online reviews above all other sources , indicating a generational shift towards digital trust mechanisms . Even during the holiday shopping frenzy , customer reviews ( 57 %) outweigh in-store experiences ( 49 %) and social media influence ( 22 %) in guiding purchase decisions .

Navigating trust in the age of AI

Amid this growing dependence on online reviews , nearly half of the respondents ( 49 %) express concerns about the authenticity of AI-generated reviews . With

87 % admitting difficulty in distinguishing between genuine and AI-created feedback , trust remains a pivotal issue .

Millennials are 50 % more adept at identifying fake reviews compared to Boomers and see AI as a double-edged sword , with nearly 25 % saying the technology could enhance review reliability .

The impact of negative reviews

Negative feedback plays a substantial role in the decision-making process . Approximately 52 % of consumers actively seek out negative reviews , and 70 % report that such feedback heavily influences their purchasing choices . This tendency is most pronounced among women and Millennials ( both at 73 %), emphasising the importance for businesses to not only accumulate positive reviews but also address negative ones promptly and effectively .

Economic uncertainty amplifies the importance of reviews

In the face of economic downturns , 51 % of consumers note that reviews become even more critical . Reliance on peer feedback has surged from 30 % to 55 % among budget-conscious shoppers seeking confidence in their spending . Deals and discounts remain influential , but for 68 % of Gen Z shoppers , customer reviews are nearly as significant , suggesting a nuanced approach to value where quality and peer validation intersect .

Generational divide in brand trust

The survey also uncovers a divided outlook on brand trust . While 46 % believe that brand honesty has improved over the past decade , optimism is strongest among younger generations – 62 % of Gen Z and 54 % of Millennials feel brands are more honest today . Boomers take the opposite view , with only 22 % seeing an improvement in brand honesty .

Despite this general optimism , nearly 38 % of respondents believe that brands often exaggerate the value or benefits of their products and services . Interestingly , Boomers appear more likely to accept brand promises at face value , with 27 % indicating that brands rarely or only occasionally overstate their product benefits .

The imperative for businesses to engage and respond

The report emphasises that timely responses to reviews significantly impact consumer perceptions . Businesses that reply within 24 hours see a 33 % increase in the likelihood of consumers improving their ratings . Moreover , the recency of reviews is crucial – 67 % of consumers value feedback from the past three months . x

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