Brits spending more time than ever reading reviews

An online review platform has discovered the shopping tasks and items Brits research the most before committing to a purchase, and discovered that consumers spend 20 hours a year, or 52.5 days in a lifetime*, deciding what takeaway to buy, on average. Buying a car was found to be the task shoppers dedicate the most time to, at 2 hours and 32 minutes, however the average Brit buys a car once every 3 years, whereas the average consumer buys a takeaway twice a month, according to the study.

An online review platform has discovered that Brits spend 20 hours a year on average, or 52.5 days over a lifetime*, reading takeaway reviews before they decide what to buy.

The study investigated how long consumers dedicate to researching reviews, across a number of different shopping tasks and items, as well as consumer attitudes’ towards online retail, following a year that saw internet sales increase.

The platform, Psydro, surveyed more than 2,000 Brits aged between 18 and 60 years old, about their online shopping habits and found that almost three quarters (72%) of consumers under 35 trust online retailers less than compared to before the pandemic.

The research also looked at the amount of time consumers spend reading reviews depending on the industry or product. Buying a car was found to be the task shoppers dedicate the most time to, at 2 hours and 32 minutes, however the average Brit buys a car once every 3 years, whereas the average consumer buys a takeaway twice a month, according to the study.

The shopping tasks that consumers spend the most time reading reviews for are: 

  1. Buying a car – 2 hour 32 minutes
  2. Buying a computer/laptop – 1 hour 47 minutes
  3. Booking a hotel room – 1 hour 8 minutes
  4. Finding a local takeaway – 50 minutes
  5. Buying new skincare/makeup – 45 minutes

The year 2021 also marks the first year adult toys feature as one of the top five most researched consumer tech items, with consumers spending 47 minutes on average reading reviews on them before purchasing.

To view the full survey results: https://www.psydro.com/blog/brits-spend-52-5-days-lifetime-deciding-takeaway-eat/

Additional findings show that in the last 12 months, just under three quarters of under 35s (72%) have less trust in online retail compared to before the pandemic. When asked why their trust has decreased, the most popular responses were ‘late deliveries’ (54%), followed by ‘bad communication’ (37%), and ‘lost deliveries’ (9%).

Respondents also identified what elements of a review will deter them from purchasing an item, more than half (51%) said reports of a ‘faulty item/poor user experience’, a fifth (19%) said ‘poor value for money’ and ‘poor customer service’ (17%) and a tenth (11%) said ‘poor communication’.

Psydro is the world’s first social review platform. It is user-friendly and is designed to help consumers make informed purchasing decisions. The platform gives genuine feedback from real people and first hand experiences, allowing customers to speak directly with others who have already experienced it. Consumers can build confidence and trust in a retailer before they buy.

Tony Ward, founder of Psydro, said:

“The main reason for conducting this research was to look into the shopping habits of Brits, and understand how important reviews are to the purchasing decision. It was shocking to see just how much time consumers dedicate to reading other people’s experiences, especially when you extrapolate it over a lifetime, but then again, we do love a good takeaway!

“It was interesting to see that the majority of shoppers under 35 trust online retailers less compared to 12 months ago, which is no doubt a big shift, and when you take into account what consumers value, it really reinforces how important brand reputation and the user experience is, perhaps more so now than ever.”

*https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/lifeexpectancies/bulletins/nationallifetablesunitedkingdom/2017to2019 Average British lifetime is 81 years, the average British person will start shopping at 18 years old when they become an adult. The average consumer spends 20 hours a year reading takeaway reviews (50 minutes twice a month for 12 months) 20 x 63 = 1260 hours in a lifetime or 52.5 days

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