PowerReviews’ survey of 9,012 Americans aged 18-74 found that consumers (64%) are more likely to buy products with fewer but more recent reviews.
According to the report, while 70% of US consumers read between one to 25 customer product reviews, 44% of consumers seek reviews posted within the last month. 38% wouldn't make a purchase based only on reviews older than 90 days.
When purchasing a new product or a brand, 86% emphasised the value of recent reviews. Of those polled, 61% of consumers consider recency of reviews “very important”, while 36% said it is “somewhat important.”
Also, 79% take into account the volume of reviews “always” or “regularly.” Gen Z (92%) are less likely to make a new product purchase with no reviews. 70% of customers believe that recent reviews are a reliable marker of a product's quality.
Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.
[5 minute read]