2023 study: Europeans and online reviews (statistics and key figures)

For the second year running, we are publishing our study on the behaviour of Europeans towards online reviews.

The survey was carried out by studying the responses of a panel of over 3 200 respondents aged 18 to 64 and it analyses the use and importance of customer reviews for Internet users today. The goal? To give you plenty of insights to improve your e-reputation strategy and better understand your customers.

On the agenda

The study is based on the following criteria (among others):

1. How often customer reviews are checked
2. The impact that ratings have on the user’s decision to visit a business or not
3. The reviews that Internet users read first and foremost
4. The impact of negative reviews and how to deal with them
5. The best ways to collect customer reviews
6. The platforms that users visit the most
7. The choice criteria and the importance of reviews
8. The impact of reviews on the businesses’ conversion rate 

In this report, you will discover exclusive data on how consumers use online reviews. It will allow you to better understand your potential customers, while prioritising the right actions to improve your online reputation and meet the users’ expectations.

Today’s consumers want to make ever more informed choices. They read reviews to make decisions and are very demanding. Ignoring the reviews or not using them properly would be a mistake.

A preview of the results

• 75% of respondents believe that reviews have an impact on their decisions
• 56% of Europeans read reviews at least once a month
• Google is the preferred platform for 88% of the respondents to read and leave reviews
• A rating under ⅗ is a no-go for 76% of Internet users
• 20% of respondents aged 18-24 are willing to leave a review when asked via QR code

If you have any questions or need help on topics related to e-reputation, do not hesitate to contact us.