The critical role of reviews in Internet trust

How different types of online reviews create and damage consumer trust. Report by independent behavioural insights practice Canvas8.

Today’s cultural meme is one of failing trust. Whether it’s the authorities and institutions at the core of our society, technology companies trying to build and potentially break the internet, or the brands that people buy every day — we don’t know who or what to trust. However, one thing remains unwavering: the trust we hold in our peers.

But what exactly do consumers want to see from reviews and review platforms to help them make better decisions?

Reviews have become ubiquitous, a guiding light when making purchasing decisions online, helping consumers tap into the views of ‘the many’ and providing brands with an opportunity to earn trust through the recommendations and opinions of others.

Trustpilot recently commissioned behavioural insights and research agency Canvas8 to explore further what role reviews play in Internet trust. The following report provides rich data from over six thousand respondents in the US, UK and France, as well as expert commentary from two leading academics and covers the following:

• Do consumers still have trust in brands?

• Which reviews or review environments create consumer trust, and which damage it?

• What should brands look for when using reviews?

• What will happen next in the review space?

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From the report introduction

As trust in society is eroding and people come to put their faith in the anonymous reviews of strangers, attitudes towards trust are impacting people's decisions and behaviour.

In order to better understand Internet consumer trust, Trustpilot commissioned independent behavioural insights practice Canvas8 to explore what consumers value online and how reviews impact their behaviour. The following report illustrates the insights that emerged (...)