What percentage of online shoppers read reviews before making a purchase?

The percentage of online shoppers who read reviews before making a purchase is quite high, with studies consistently showing that the majority of consumers rely on reviews as part of their decision-making process. While the exact percentage may vary depending on factors such as the type of product and the demographics of the shopper, surveys and research studies indicate that it typically ranges from 70% to 90% or even higher. Here are some key findings from various studies:

1. **BrightLocal Local Consumer Review Survey (2021):** This survey found that 87% of consumers read online reviews for local businesses, with the percentage increasing to 93% among consumers aged 35-54.

2. **Spiegel Research Center (2017):** According to their study, nearly 95% of shoppers read online reviews before making a purchase, with 82% of them specifically seeking out negative reviews.

3. **PowerReviews (2019):** Their research revealed that 97% of consumers consult product reviews while shopping online.

4. **Podium State of Online Reviews (2021):** This report found that 93% of consumers say online reviews have influenced their purchase decisions.

5. **Pew Research Center:** While Pew Research Center does not specifically focus on online reviews, their research on online shopping behavior suggests a high reliance on product information and customer feedback. In a 2016 survey, they found that 82% of U.S. adults reported having looked at online reviews at least occasionally when making a purchasing decision.

These findings highlight the widespread importance of reviews in the online shopping journey, indicating that a large majority of consumers actively seek out and consider reviews before making a purchase. As such, businesses should prioritize gathering and managing reviews to meet the needs and expectations of their customers and maximize sales opportunities.