This statistic displays the findings of a survey on the importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector. During the survey period, it was found that 67 percent of respondents reported that, when buying electronic items, the online reviews were much more important or a little more important than information from other sources.
Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector
Characteristic
Much more important/A little more important
About the same
A little less important/Much less important
Travel and hotels
68%
24%
8%
Electronic items
67%
24%
9%
Books
63%
30%
8%
Music - CDs/DVDs
59%
31%
10%
Home improvement
54%
27%
19%
Beauty products
44%
30%
26%
0%20%40%60%80%
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individuals who had purchased an item from one category after reading reviews in that category.
Method of interview
Online omnibus survey
Supplementary notes
* Original survey question was phrased as the following:
"How important were the reviews to your decision to buy it, compared to other sources of information or recommendations; such as friends and family; the opinions of experts; price comparison websites etc?"
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Competition and Markets Authority. (June 19, 2015). Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector [Graph]. In Statista. Retrieved April 01, 2025, from https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
Competition and Markets Authority. "Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector." Chart. June 19, 2015. Statista. Accessed April 01, 2025. https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
Competition and Markets Authority. (2015). Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector. Statista. Statista Inc.. Accessed: April 01, 2025. https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
Competition and Markets Authority. "Importance of Online Reviews in Relation to Other Sources of Information in The Buying Decision Process in The United Kingdom (Uk) in 2015, by Sector." Statista, Statista Inc., 19 Jun 2015, https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
Competition and Markets Authority, Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector Statista, https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/ (last visited April 01, 2025)
Importance of online reviews in relation to other sources of information in the buying decision process in the United Kingdom (UK) in 2015, by sector [Graph], Competition and Markets Authority, June 19, 2015. [Online]. Available: https://www.statista.com/statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
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