GITNUXREPORT 2025

Validity Statistics

Authentic, detailed, recent reviews highly influence consumer trust and purchasing decisions.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

User-generated content is 2.4 times more likely to be perceived as authentic than brand-generated content

Statistic 2

85% of consumers trust online reviews as much as personal recommendations

Statistic 3

92% of users trust word-of-mouth over other forms of advertising

Statistic 4

70% of consumers say that authenticity of a brand influences their purchase decision

Statistic 5

60% of shoppers read online reviews before making a purchase

Statistic 6

91% of consumers say they are more likely to trust brands that respond to reviews

Statistic 7

88% of consumers trust online reviews as much as personal recommendations

Statistic 8

39% of consumers trust brands more after seeing positive reviews

Statistic 9

72% of customers will take action only after reading a positive review

Statistic 10

40% of consumers say they will abandon a purchase if no reviews are available

Statistic 11

60% of consumers are influenced by reviews when choosing a local business

Statistic 12

80% of consumers trust online reviews as much as a personal referral

Statistic 13

70% of consumers state a review that is older than 3 months is less trustworthy

Statistic 14

85% of consumers trust reviews as much as personal recommendations

Statistic 15

33% of consumers say they trust online reviews more than personal recommendations

Statistic 16

92% of consumers trust word-of-mouth recommendations over all other forms of advertising

Statistic 17

45% of consumers say they trust a brand more after reading reviews

Statistic 18

87% of consumers follow reviews from local data sources

Statistic 19

65% of consumers trust reviews that contain photos

Statistic 20

79% of consumers say they are more likely to trust a review if it is detailed

Statistic 21

56% of consumers only trust reviews written within the last month

Statistic 22

90% of consumers find reviews helpful in their purchasing decision

Statistic 23

76% of consumers think that reviews that mention specific features are more trustworthy

Statistic 24

88% of consumers say that visual content in reviews impacts their perception of trustworthiness

Statistic 25

62% of consumers are more likely to purchase from a business that responds to reviews

Statistic 26

34% of consumers say they will avoid a business with no online reviews

Statistic 27

85% of consumers say online reviews influence their buying decisions

Statistic 28

54.6% of consumers trust reviews from the past 2 weeks

Statistic 29

56% of consumers say they would only trust reviews that include specific details

Statistic 30

42% of consumers trust reviews more when they see responses from the business

Statistic 31

89% of consumers say reviews are influential in their purchasing decisions

Statistic 32

55% of consumers trust reviews more if they contain pros and cons

Statistic 33

84% of consumers trust online reviews as much as a personal recommendation

Statistic 34

34% of consumers trust reviews if they are verified

Statistic 35

68% of consumers form an opinion after reading 1-6 reviews

Statistic 36

73% of consumers say local or online reviews impact their purchasing decisions

Statistic 37

87% of consumers read local business reviews in 2020

Statistic 38

50% of consumers check reviews before making an online purchase

Statistic 39

54% of consumers prefer to see reviews than to see ads

Statistic 40

60% of consumers read local reviews on a daily basis

Statistic 41

76% of consumers are willing to pay more for a product if the reviews are positive

Statistic 42

58% of consumers check online reviews offline before purchasing in-store

Statistic 43

70% of consumers say reviewing products or services influences their buying decisions

Statistic 44

55% of consumers look for reviews on multiple sites before making a decision

Statistic 45

77% of consumers read reviews when considering a local service provider

Statistic 46

63% of consumers are influenced by reviews when choosing a restaurant

Statistic 47

48% of consumers check at least 4 reviews before making a decision

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Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

85% of consumers trust online reviews as much as personal recommendations
92% of users trust word-of-mouth over other forms of advertising
70% of consumers say that authenticity of a brand influences their purchase decision
60% of shoppers read online reviews before making a purchase
68% of consumers form an opinion after reading 1-6 reviews
User-generated content is 2.4 times more likely to be perceived as authentic than brand-generated content
91% of consumers say they are more likely to trust brands that respond to reviews
73% of consumers say local or online reviews impact their purchasing decisions
88% of consumers trust online reviews as much as personal recommendations
87% of consumers read local business reviews in 2020
39% of consumers trust brands more after seeing positive reviews
50% of consumers check reviews before making an online purchase
72% of customers will take action only after reading a positive review

Did you know that a staggering 85% of consumers trust online reviews as much as personal recommendations, highlighting the increasing importance of authenticity and credibility in today’s digital marketplace?

Authenticity and Content Quality

User-generated content is 2.4 times more likely to be perceived as authentic than brand-generated content

Authenticity and Content Quality Interpretation

This statistic suggests that despite the skepticism often associated with user-generated content, consumers view it more than twice as authentically as polished brand messaging, highlighting the power of genuine voices in building trust.

Consumer Trust and Influence

85% of consumers trust online reviews as much as personal recommendations
92% of users trust word-of-mouth over other forms of advertising
70% of consumers say that authenticity of a brand influences their purchase decision
60% of shoppers read online reviews before making a purchase
91% of consumers say they are more likely to trust brands that respond to reviews
88% of consumers trust online reviews as much as personal recommendations
39% of consumers trust brands more after seeing positive reviews
72% of customers will take action only after reading a positive review
40% of consumers say they will abandon a purchase if no reviews are available
60% of consumers are influenced by reviews when choosing a local business
80% of consumers trust online reviews as much as a personal referral
70% of consumers state a review that is older than 3 months is less trustworthy
85% of consumers trust reviews as much as personal recommendations
33% of consumers say they trust online reviews more than personal recommendations
92% of consumers trust word-of-mouth recommendations over all other forms of advertising
45% of consumers say they trust a brand more after reading reviews
87% of consumers follow reviews from local data sources
65% of consumers trust reviews that contain photos
79% of consumers say they are more likely to trust a review if it is detailed
56% of consumers only trust reviews written within the last month
90% of consumers find reviews helpful in their purchasing decision
76% of consumers think that reviews that mention specific features are more trustworthy
88% of consumers say that visual content in reviews impacts their perception of trustworthiness
62% of consumers are more likely to purchase from a business that responds to reviews
34% of consumers say they will avoid a business with no online reviews
85% of consumers say online reviews influence their buying decisions
54.6% of consumers trust reviews from the past 2 weeks
56% of consumers say they would only trust reviews that include specific details
42% of consumers trust reviews more when they see responses from the business
89% of consumers say reviews are influential in their purchasing decisions
55% of consumers trust reviews more if they contain pros and cons
84% of consumers trust online reviews as much as a personal recommendation
34% of consumers trust reviews if they are verified

Consumer Trust and Influence Interpretation

In an era where 92% of consumers place more faith in word-of-mouth than traditional advertising, the trustworthiness of online reviews, especially recent, detailed, and visual ones, has become as indispensable as personal recommendations—making businesses that respond and authenticate their reviews not just smarter, but arguably more trustworthy than those relying solely on advertising.

Decision-Making Behavior

68% of consumers form an opinion after reading 1-6 reviews
73% of consumers say local or online reviews impact their purchasing decisions
87% of consumers read local business reviews in 2020
50% of consumers check reviews before making an online purchase
54% of consumers prefer to see reviews than to see ads
60% of consumers read local reviews on a daily basis
76% of consumers are willing to pay more for a product if the reviews are positive
58% of consumers check online reviews offline before purchasing in-store
70% of consumers say reviewing products or services influences their buying decisions
55% of consumers look for reviews on multiple sites before making a decision
77% of consumers read reviews when considering a local service provider
63% of consumers are influenced by reviews when choosing a restaurant
48% of consumers check at least 4 reviews before making a decision

Decision-Making Behavior Interpretation

In an era where nearly three-quarters of consumers rely on reviews to guide their choices, it’s clear that a solid five-star reputation can be worth more than slick advertising—proving that in the world of modern commerce, reputation truly is everything.