KATHERINE SHIPTON Research Manager
As trust in central authority has declined, we still trust ‘other people’, especially online. The majority of us are still happy to trust the reviews and recommendations of other consumers.
Three quarters of us (76%) say we will try a product or service that gets a lot of good reviews.62 But we are not blindly trusting, of course. Perfection makes us a little sceptical – studies show that 4.4 out of 5 is the consumer review score most likely to result in purchase, and reviews higher than this see a slight decline in the likelihood to purchase.63
