Over half of online reviewers use reviews either as a platform for providing feedback to companies, or to warn other users of a bad experience. Just under 1/3 (31.9%) of the panel asked said that they leave online reviews to thank companies they like or to recommend a product or service to other people.


Key research findings:

  • 25.4% of users are most likely to leave an online review to warn others about a bad experience
  • 22.5% will use an online review as a platform to provide feedback to the company producing the product/service
  • Only 4.8% of users claim to use an online review to speed up response time for a complaint

More details about the research:

Answers to the question: “Which of the following motives would most make you want to write a review of a product or service on the web?”

#1: To warn others about bad experiences (25.4%)

#2: To give feedback to the company (22.5%)

#3: To recommend a product/service to others (21.2%)

#4: To thank a company you like  (16.3%)

#5: To correct an unfair or inaccurate review (9.8%)

#6: To publicly complain to speed up a response (9.4%)

 


Demographics: 731 US-based respondents from a panel of internet users. Respondents are aged between 25 and 54 and have an average inferred annual income of $24k – $150k.


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