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NOVEMBER 21, 2025 |
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Key Stat: Authenticity (35%) and track record (32%) are the top two factors US adults consider when deciding which online product reviewers to trust, according to Ipsos data from October 2025. |
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Beyond the Chart: |
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Nearly 90% (89%) of consumers in the US, UK, France, and Germany cross-check results across multiple platforms, according to an October 2025 report from Yext.
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69% of US adults have abandoned an online transaction or sign-up process due to distrust, according to a June 2025 survey from Liquid Web. |
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Use this Chart: Drop this in your influencer strategy deck to show what builds reviewer credibility with your audience. Use it when vetting creator partnerships: Prioritize creators who lead with transparency over those who just chase deals. Show this to your social team when briefing content that references reviews or testimonials. |
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Related EMARKETER Reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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