According to Ashmanov and Partners, a lack of strong branding and limited product information has led more buyers to rely on reviews. Consumers see reviews as a trusted source, with 55% of buyers feeling reviews often reflect reality and 41% noting they occasionally do. Only a small minority, 3%, reported complete distrust in reviews.
The survey found that nearly a third of consumers trust reviews more now than before, while 40% of those reading reviews frequently say their trust has grown. Just 12% of respondents expressed reduced trust in reviews, and only 5% encountered highly unreliable reviews.
Consumer Motivations for Reading Reviews
Consumers are turning to reviews in response to weaker product branding and information sources, according to Anton Trishin, Head of Research and Analytics at Ashmanov & Partners. He explained that reviews provide a sense of guidance and reassurance in uncertain purchase situations, especially when product information is minimal or from lesser-known brands.
Customers most often read reviews under three circumstances:
- When buying a product for the first time.
- If the product comes from a less recognized manufacturer.
- When the product description lacks detail.
These motivations are largely tied to avoiding mistakes (56%), learning from other buyers’ experiences (54%), and compensating for a lack of detailed product information (46%).
The research found two primary consumer behaviors:
- Reviews act as a driver for purchase when official information or advertising is sparse (41%).
- Advertising and detailed product information can substitute for reviews in purchasing decisions (34%).
Factors Driving Positive and Negative Reviews
Ashmanov and Partners also examined the triggers for leaving reviews. The study revealed that most buyers (73%) share reviews after making a purchase. Negative reviews are generally motivated by the desire to caution other buyers, particularly when customers experience recurring issues or fail to resolve problems directly with the company.
Secondary reasons for negative reviews include unmet advertising expectations (35%), worsened purchase conditions (24%), wrong product choice (22%), and price increases (17%).
Positive reviews, meanwhile, are more likely when consumers are highly satisfied (72%) or wish to share their experience with others (63%). Ease of writing a review (49%) also contributes to positive feedback, whereas incentives like discounts or bonuses influence only 30% of reviewers. However, requests alone, such as reminders from companies to leave reviews, generate a low response rate (18%).
Convenience in Review Requests
The study also examined the methods companies use to request reviews. Mobile app notifications are the most preferred, with 47% of respondents favoring this method. Email and purchase-included leaflets tied for second at 38%, while requests via messaging apps are also acceptable to many consumers (36%).
Less favorable methods include social media requests and SMS, seen as convenient by only 28% and 27% of respondents, respectively. The least convenient, according to buyers, is using a QR code at checkout, with just 16% finding this method easy.
Insights and Future Implications
The study by Ashmanov and Partners highlights the growing importance of online reviews as consumers increasingly rely on peer opinions over weaker brand identities. For companies, prioritizing product quality, managing customer relations, and encouraging honest feedback are crucial for maintaining a positive presence in today’s review-driven market.