News • 18.01.2022

Survey: ‘Stale’ product reviews are a big turn-off for shoppers

Nearly 40% won’t buy if product reviews are older than 90 days, and 62% won’t purchase if reviews are older than a year

Five yellow stars on a pink and blue background
Source: towfiqu999999 / Unsplash

The majority of shoppers do their homework prior to purchase, with nearly 70% reading between one and 25 consumer product reviews. Some 44% of consumers want access to reviews written within the past month, and 38% won’t purchase a product if the only reviews available are older than 90 days. Most shoppers surveyed – 86% – place even more importance on review recency when buying a product or brand for the first time.

These are just a few key insights from the latest research from PowerReviews which shows review recency has become just as important as review volumes in the path to purchase.

The most comprehensive study on the impact of review volumes and recency on consumer behavior, The Power of Review Recency and Volume study draws on insights from more than 9,000 active consumers and shopper behavior across 1.2MM product pages.

Key findings include:

Product reviews have a commanding conversion influence on shoppers:

  • There’s a 296.2% lift in conversion among shoppers who are exposed to 5,000 or more reviews, when compared to those exposed to no reviews.
  • Visitors exposed to 5,000+ reviews convert at a rate that’s 122.1% higher than those exposed to between one and 100 reviews.

Consumers value (and expect) recency in reviews:

  • 97% of consumers consider review recency to be at least somewhat important when considering a purchase.
  • 64% of consumers are more likely to buy a product with fewer, more recent reviews than if it has a higher volume of reviews published three or more months ago. This number is even higher – 69% – among Boomers.
  • 86% of shoppers feel that review recency is more important when considering a product or brand they haven’t purchased before.
  • Ideally, nearly half (44%) of consumers want access to reviews written within the past month.

Availability of recent reviews (or lack thereof) impacts purchase behavior:

  • Just over one-third (38%) won’t purchase a product if the only reviews are older than 90 days.
  • 62% will not purchase a product if the only reviews available were published a year or more ago.

Shoppers pay attention to review volumes – and they have high expectations:

  • 79% of consumers consider the volume of reviews “always” or “regularly.”
  • In an ideal world, 23% say products should have more than 500 reviews. However, they’re willing to settle for fewer. Nearly half (45%) say a product must have a minimum of 1-25 reviews for them to feel comfortable with the purchase.
  • Consumers expect a lot of reviews, but typically read far fewer. The majority of shoppers – 69% – read between one and 25 reviews when considering a product.

Reviews are critical for younger generations:

  • 80% of consumers are less likely to buy a product if it has no reviews. This number is even higher – 92% – among Gen Z shoppers.
  • 64% of consumers are more likely to purchase a product that has more than 1,000 reviews than one that has 100 reviews (assuming the average star rating is the same). Significantly more – 80% – of Gen Z’ers say this is the case.
  • Over half (54%) of consumers are more likely to purchase a product with 10,000 or more reviews than a product with 1,000 reviews. The percentage is even higher – 73% – among Gen Z shoppers.

Andrew Smith - VP Marketing at PowerReviews, says:

“Brands and retailers often make the mistake of thinking that review recency isn’t as important as review volumes. Based on our survey results, this is clearly not the case: the recency factor is of equal importance to consumers. Essentially, review collection is not a ‘one and done’ activity: it’s something that needs to be an ongoing effort. And of course: if a brand or retailer is collecting a regular stream of review content, the overall volume continues to pay conversion dividends.

“At a time when the customer acquisition costs are high, it’s particularly notable that 86% of consumers find review recency to be more important when considering a brand or product they haven’t purchased before. It provides an authentic reassurance of quality that is hard to replicate.

“Review volume remains incredibly important to consumers. There is no optimal number when it comes to review volumes: it depends on the site, product and category. However, considering web visitors exposed to 5,000+ reviews convert at a rate that’s 296.2% higher than those exposed to no reviews, it really is a case of the more the merrier.”

Research Methodology

The PowerReviews The Power of Review Recency and Volume consumer survey draws on responses from 9,012 shoppers aged 18-74 across the United States who have opted in to offers and discounts from retailers. The survey took place in November 2021. The research also evaluated shopping activity on more than 1.5MM online product pages across more than 1,200 brand and retailer sites between May 1 and Nov. 4, 2021.

Throughout the survey, we defined Boomers as born in the years 1946 to 1964 (aged 56-74 on Dec 31, 2020), Gen X as born in the years 1965 to 1980 (aged 40-55 on Dec 31, 2020), Millennials as born between 1981-1996 (aged 23-38 on Dec 31, 2020) and Gen Zers born in or after 1997 (ages 22 and younger on Dec 31, 2020).

Source: PowerReviews

related articles:

popular articles:

Thumbnail-Photo: Gen Z: The future of spending
08.04.2022   #mobile payment #sustainability

Gen Z: The future of spending

Survey of ‘Zoomers’ in 13 countries spotlights how the world’s most digitally-adept consumers are forcing change to decades-old business practices

To achieve growth and success past 2030, businesses must start to understand the living, shopping, and financial habits of Gen Z or Zoomers (consumers aged between 16 and 24) now - and accept that they are very different from previous generations. ...

Thumbnail-Photo: Top 5 retail trends for 2022 providing new opportunities...
27.06.2022   #online trading #e-commerce

Top 5 retail trends for 2022 providing new opportunities

The five most important trends in retail that entrepreneurs can use to seize their opportunities

I have always believed in getting into the mind space of our customers. So lately, I've been interviewing a lot of retail customers and have learned a great deal about the challenges retailers face. But among those challenges, there are also ...

Thumbnail-Photo: Weekly grocery shopping made easy: meal planning via app...
18.05.2022   #online trading #e-commerce

Weekly grocery shopping made easy: meal planning via app

Grocery shopping, ordering, recipes – all in one app with connection to local grocery stores

Grocery shopping can be fun. For a five-person household with a baby and a dog, including allergies and favorite dishes, it quickly becomes a mammoth task. The developers of the app Jow want to simplify this very process and are teaming up with ...

Thumbnail-Photo: Renting instead of buying: A sustainable consumption system on the rise?...
04.04.2022   #sustainability #fashion

Renting instead of buying: A sustainable consumption system on the rise?

Highlights from a webtalk about subscription services and circular economy at Decathlon

Companies often find themselves in a balancing act: they have to prioritize between long-term and short-term goals. How much do we invest in sustainable business models and environmental and climate protection? Many entrepreneurs are faced with ...

Thumbnail-Photo: 4 tips for improving retail customer experience...
12.04.2022   #customer satisfaction #Tech in Retail

4 tips for improving retail customer experience

Customer experience can make or break a retail business, so it's vital to get it right

In the retail industry, customer experience is one of the most critical elements for success. It serves as the foundation for customer loyalty, repeat business, and word-of-mouth referrals. In other words, an excellent customer experience is what ...

Thumbnail-Photo: Visual search – Finding products with images...
28.06.2022   #online trading #e-commerce

Visual search – Finding products with images

Not only the result, but also the user experience is crucial

In online retail, a well-developed and easy-to-use product search is essential for customers. For a high level of convenience and optimal results, this now includes visual search. This means that users can search for similar items using images of ...

Thumbnail-Photo: Challenges in multichannel marketing
17.06.2022   #online trading #e-commerce

Challenges in multichannel marketing

3 major retail trends that will force change in your content creation processes

The demands on retail creative production are huge. From web to print, PoS to packaging, social to paid advertising, and more, there are endless pieces of visual content needed to power a large, multi-channel retail brand.Plus, nobody is unaware of ...

Thumbnail-Photo: Sustainable logistics: Dont wait, act now!
23.06.2022   #retail #sustainability

Sustainable logistics: Don't wait, act now!

Why an environmentally conscious logistics strategy can pay off

On 22.06.2022 it was that time again: Webtalk time served up by iXtenso and EuroShop. We filled our retail-salsa cooking pot with all kinds of ingredients to create the right flavor for your environmentally conscious shipping...

Thumbnail-Photo: Carvana launches newest car vending machine
09.05.2022   #e-commerce #Tech in Retail

Carvana launches newest car vending machine

Online retailer opens 32nd car vending machine in the U.S.

Carvana has launched its newest car vending machine, located in San Francisco, California. The state-of-the-art steel and glass structure debuts in the tech capital of America, standing eight stories tall with a 27-vehicle capacity, offering car ...

Thumbnail-Photo: DTC and brick-and-mortar brands use value-driven personalization to...
22.04.2022   #customer relationship management #customer experience

DTC and brick-and-mortar brands use value-driven personalization to score big

Winners of Sailthru’s Retail Personalization Index 2022: Thrive Market, Sephora, DSW, Best Buy, Adidas

Sailthru announced the results of the 2022 Retail Personalization Index. Thrive Market, the health-first membership for conscious living, and Sephora, global beauty retailer, have tied for the top spot in the 5th annual analysis. ...

Supplier

iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn
salsify
salsify
7 rue de Madrid
75008 Paris
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Chili publish NV
Chili publish NV
Neue Schönhauserstraße 3-5
10178 Berlin
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal