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.

If you’re a tech journalist or blogger and would like custom research to use in your articles, please complete this research request form. Alternatively, if you have questions, please get in contact with Sançar at sancar.sahin@getapp.com.

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