Half of adults under 50 routinely check online reviews before buying new items % of USS adults who say they read customer ratings or reviews that ooher people have posted online when buying something for the first time
The survey also illustrates the extent to which Americans are turning toward the collective wisdom of online reviews and ratings when making purchasing decisions. Roughly eight-in-ten Americans (82%) say they consult online ratings and reviews when buying something for the first time. In fact, 40% of Americans (and roughly half of those under the age of 50) indicate that they nearly always turn to online reviews when buying something new. Moreover, nearly half of Americans feel that customer reviews help “a lot” to make consumers feel confident about their purchases (46%) and to make companies be accountable to their customers (45%).
Half of adults under 50 routinely check  | online reviews before buying new items  | % of USS adults who say they read customer  | ratings or reviews that ooher people have posted online  | when buying something for the first time  | Always/a Imo st always  | Sometimes  | Never  | US ad ults  | 40  | 42  | 16  | Ages 18-29  | 53  | 43  | 30-49  | 47  | 45  | 50-64  | 34  | 41  | 24  | 65+  | 23  | 36  | 34  | Source: Shopping Survey conducted Nov 24- -Dec. 21, 2015.  | "Online Shopping and E-Commerce"  | PEW RESEARCH CENTER 