Who doesn't read online consumer reviews, and why?

Consumers increasingly rely on online consumer review (OCRs) to help them make purchase decisions. However, in a nationally representative sample of 1400 Australians, our survey revealed that 17.6% of consumers had never looked at an OCR in the past 12 months. We investigated the demographic, psychographic, and attitudinal variables that predicted being a non-user of OCRs. Non-users tended to be male, older, less educated, less digitally literate, less extraverted, open, and neurotic, and find OCRs relatively untrustworthy and unhelpful. Additionally, we investigated the reasons for why these non-users avoided OCRs. The two most common reasons were a lack of trust in OCRs and a preference to rely on other sources, particularly personal experience. We discuss the implications of these findings for businesses, review platforms, and consumer advocates.

Automated summary

Research found that some consumers do not look at online consumer reviews, and they tend to be male, older, less educated, less digitally literate, less trusting and do not find OCR helpful. The two main reasons for avoiding OCR are lack of trust in OCR and a preference for relying on personal experience.