* Research was carried out in two waves. The source indicates the survey was conducted with questions put to a total sample of 16,039 adults across 20 countries in September 2013 or to a sample of 16,167 adults in October 2013.
Approximately 1000+ individuals were surveyed in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Spain, Great Britain and the United States of America, and approximately 500+ individuals were surveyed in Argentina, Belgium, Poland, Russia, Saudi Arabia, South Korea, Sweden and Turkey.
Data has been weighted to the known national populations.
Where results do not sum to 100, this may be due to computer rounding, multiple responses or the exclusion of don't knows or not stated responses.
Citation formats
Looking at online reviews before a purchase in European countries 2013
This statistic displays the share of consumer who reported looking at online reviews before making a purchase in selected European countries in 2013. As of fall 2013, ** percent of respondents in Great Britain agreed that they will look at online reviews if they don't feel confident making a purchase.
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Ipsos. (June 30, 2014). To what extent do you agree or disagree? If I don't feel confident making a purchase decision, I will look at online reviews. [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/
Ipsos. "To what extent do you agree or disagree? If I don't feel confident making a purchase decision, I will look at online reviews.." Chart. June 30, 2014. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/
Ipsos. (2014). To what extent do you agree or disagree? If I don't feel confident making a purchase decision, I will look at online reviews.. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/
Ipsos. "To What Extent Do You Agree or Disagree? If I Don't Feel Confident Making a Purchase Decision, I Will Look at Online Reviews.." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jun 2014, /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/
Ipsos, To what extent do you agree or disagree? If I don't feel confident making a purchase decision, I will look at online reviews. ÌÇÐÄÆƽâ°æ, /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/ (last visited July 28, 2026)
To what extent do you agree or disagree? If I don't feel confident making a purchase decision, I will look at online reviews. [Graph], Ipsos, June 30, 2014. [Online]. Available: /statistics/349677/reading-online-reviews-before-a-purchasing-in-europe/
