Almost All Consumers Check Online Reviews Before First-Time Purchases

Online reviews remain a major factor in e-commerce, especially for first-time purchases, with 96 percent of all consumers checking reviews before buying a product or service they’ve never tried before, according to new data from Clutch Research.

The survey shows shoppers are increasingly selective: Star ratings alone aren’t enough. Consumers value detailed feedback, visual proof, and authenticity as artificial intelligence-generated content grows.

“Customer reviews remain a key trust signal, but consumers no longer take them at face value,” says Jeanette Godreau, a Clutch analyst. “Shoppers want authenticity, detail, and real experiences before deciding.”

Additionally, nearly half of consumers (47 percent) say they always check reviews before buying an unfamiliar product, while only about 2 percent say they typically skip reviews.

Reviews also shape decisions at multiple stages, the research found, noting that about 72 percent of consumers read reviews while comparing options, and 69 percent check them again before finalizing a purchase to confirm their choice or spot red flags.

Clutch also found that star ratings still matter, but they are not enough on their own. Only 15 percent of consumers trust star ratings alone, though 72 percent will not consider products rated below four stars. Buyers feel most confident when reviews pair strong volume with detail, especially star ratings with written feedback (43 percent) or photos (34 percent).

At the same time, as AI-generated reviews spread, consumer trust is slipping. Nearly half (48 percent) report frequently encountering AI-written or manipulated reviews, and 72 percent say suspected AI involvement lowers trust. Additionally, platform credibility matters, with Amazon (73 percent) and Google (65 percent) being far more trusted than company-owned sites (46 percent), showing that authenticity and transparency now shape review influence.

Consumers Value Data Privacy but Don’t Feel Secure

Consumers remain unsure how to protect their personal data as breaches continue to rise, Clutch finds.

Though 90 percent of consumers say protecting their personal data is a top priority, few of them are confident they’re doing enough, according to new data from Clutch Research.

More than half (57 percent) say their personal information has been compromised at least once, highlighting a growing gap between concern and confidence as cyber threats increase.

Financial information is consumers’ top concern (88 percent), followed by login credentials (72 percent), health data (46 percent), and contact information (43 percent), yet guidance remains fragmented across apps and platforms.

“Consumers care about data security, but confusing tools often delay protective actions,” said Hannah Hicklen, a Clutch analyst.

The data also showed that 75 percent of those who experienced a breach changed their behavior, compared to 36 percent of those who haven’t experienced a breach, showing many act only after a breach has occurred.

Consumers also worry most about identity theft (40 percent) and financial fraud (38 percent), yet company breaches remain the leading cause of data exposure (30 percent), according to Clutch.

“Breaches still dominate, even with all the security spending, because attackers have gotten faster and more automated, while many organizations are still struggling with fundamentals like identity security, visibility across systems, and quick response,” says Evan Kirstel, a B2B thought leader and technology influencer.

Clutch also warns that these risks shape buying behavior, with 77 percent of consumers saying that data privacy policies influence their purchases, and 88 percent saying they would stop using a company if their data wasn’t secure.

Still, while 72 percent of consumers use strong or unique passwords and 65 percent enable multi-factor authentication, far fewer regularly review privacy and security settings (28 percent) or limit app permissions (29 percent), leaving unnecessary exposure as data collection and personalization continue to expand.