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In the age of shopping online, consumers are often faced with the choice between any number of comparable items. In these moments, having more information from fellow shoppers in the form of a review can come in handy.
However, it’s no secret that paid reviews have become increasingly normalized. The exchange of a product or cash in return for a review is common. But do Americans trust this? And when exactly are consumers looking for reviews online? CivicScience data sheds light on the use and impact of online reviews in 2025.
Many Americans say they seek out online reviews for items they want to purchase, with 29% doing so ‘always,’ 43% doing so ‘sometimes,’ and 18% saying it ‘depends on the item.’ Over the past decade, these numbers have held relatively steady and haven’t seen much variation.
However, the power of reviews is strong. Over half of consumers are influenced at least ‘a little’ to make a purchase based on an online review. Those most influenced by reviews are adults aged 18-24. The level of influence decreases with each generation, while lack of use increases. This trend correlates to trust in reviews as well.

Join the conversation: Do online reviews influence your purchases?
Perhaps the more significant trend today isn’t necessarily the use or influence of reviews; it’s trust. Thirty-nine percent of U.S. adult respondents who read reviews say they trust online reviews less than they did five years ago. When assessed by age range, once again, it’s adults aged 18-24 who trust reviews more, while older generations increasingly trust them less.

It’s worth noting that those highly influenced by their friends on social media are also the most influenced by online reviews. This shows that susceptibility to influence is not limited to just one platform, and it is unsurprising that the generation who came of age with social media influencers is more likely to view reviews as trustworthy.

What Else We Know About Review-Seekers
- Those who buy athletic apparel and footwear from big box stores are the most likely to say online reviews influenced their decision.
- Nearly ¾ of those who buy beauty products from department stores say they use online reviews at least ‘a little’ when purchasing.
- Those who use online reviews ‘always’ or ‘sometimes’ are more likely to currently use GLP-1 medications or to have used them in the past than those who never use reviews.
- Nearly 60% of those who use online reviews most often consider themselves at least ‘somewhat’ addicted to their digital devices.
- Americans who use travel discount sites are more than twice as likely to use reviews as those who do not.
- Fans of United Airlines are slightly more inclined to be influenced by reviews than fans of American Airlines.
- Over half of those who use online reviews ‘always’ or ‘sometimes’ consider themselves ‘very strongly’ or ‘somewhat strongly’ stressed.
What do you think? In general, how much would you say you trust online reviews of local businesses?

The world of online reviews is changing, and Gen Z is taking the lead. While overall trust in reviews has dropped in the last five years, younger American consumers are far from swayed. So, while the authenticity of a review may not be guaranteed, it’s clear that online reviews will not be extinct any time soon.