According to research commissioned by Feefo, this exposure has left a significant number of consumers (75%) worried about the issue. In fact, only 7% said they completely trust reviews. Interestingly, despite this scepticism, the opinions of other people are still held in high regard, with the majority (69%) generally trusting the recommendations of fellow shoppers.
Independent verification of reviews is a huge contributing factor as to whether they are trusted. 40% of people rank it as important, behind only the language and tone of the review itself. For many online shoppers, this third-party protection assures them that the reviews they are reading are credible. Our clear independence and reliability enables consumers to feel 100% confident in the reviews that they base their buying decisions on.