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?"
Citation formats
UK: online reviews in relation to other sources in the buying decision process 2015
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.
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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 ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /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. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /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. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /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." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 Jun 2015, /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 ÌÇÐÄÆƽâ°æ, /statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/ (last visited July 29, 2026)
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: /statistics/489738/uk-online-reviews-in-relation-to-other-sources-in-buying-decision-process/
