About 80% Develop Negative Impressions from Search Suggestions and Results. The Impact of Online Reputation Revealed [Survey of 1,000 Men and Women]
A survey of 1,000 individuals revealed that online reputation significantly impacts trust and first impressions. Approximately one-third experienced decreased trust due to negative online information, while around 80% reported a worsened impression when negative terms appeared in search suggestions or top search results. The study emphasizes the critical importance for businesses to manage their online presence.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 21:00
- 🔍 Collected: April 15, 2026 at 12:31
- 🤖 AI Analyzed: April 15, 2026 at 18:37 (6h 5m after Collected)
Online reviews and search results are important factors that influence the first impression of companies and services. Cases where negative words appear in the search bar or bad articles/reviews are displayed at the top of search results, affecting credibility, are not uncommon. Therefore, Axia Company Inc. conducted a survey targeting 1,000 men and women nationwide on the 'Impact of Online Reputation on Trust'. This survey revealed that negative online information significantly impacts user trust and impression.
■ 'Survey on the Impact of Online Reputation on Trust' Overview
Survey Method: Internet questionnaire
Survey Period: March 16, 2026 - April 9, 2026
Target Respondents: Men and women nationwide
Valid Responses: 1,000 samples
■ Survey Questions
Question 1: Have you ever experienced a decrease in trust towards a subject after seeing negative rumors or reviews online?
Question 2: When searching for a company name or product name, if words like 'suspicious' or 'black company' appear alongside it in the search bar, what kind of impression do you form?
Question 3: When searching for a company name or product name, if bad articles or reviews appear near the top of the search results, what kind of impression do you form?
About 1 in 3 respondents answered that their 'trust decreased' due to online rumors/reviews
First, we asked if respondents had ever experienced a decrease in trust after seeing negative rumors or reviews online. As a result, 34.9% answered 'yes' and 65.1% answered 'no', indicating that about one in three people have experienced a decrease in trust due to negative online information. While many respondents stated they 'are not affected,' the fact that approximately 30% have actually experienced a decline in trust cannot be overlooked. Online information tends to leave a strong impression once seen, and even partial information can affect the evaluation of the subject. From these results, it can be inferred that negative reviews and rumors about companies and services are a factor that reliably causes a decline in trust among a certain number of users. Below, we will look in detail at the reasons why trust decreased and, conversely, why some were not affected.
Those with experience
If I see bad reviews about a business or bad critiques of a product, I decide not to go for it. Because I can't trust it. (50s, Female)
I am concerned about the opinions of people who have actually used it. (60s, Female)
One or two, I can understand, but when over a third of the reviews are bad, I really have to reconsider. (60s, Female)
From the collected comments, it can be seen that users value 'opinions from those who have actually used it' as highly reliable information. Furthermore, when there is a certain number of negative reviews, their content is easily accepted as fact, and it is thought to have a significant impact on decision-making.
Those without experience
Because it's unclear how truthful the reviews or rumors are. (70s, Male)
Because I don't know if it's true or false unless I see it with my own eyes. (20s, Female)
Because I only take it as a reference. (40s, Male)
From the collected comments, it can be seen that respondents are cautiously judging the reliability of reviews and rumors. It is thought that there is a strong tendency not to take negative information at face value, but to judge it after confirming it oneself.
When words like 'suspicious' or 'black company' appear in the search bar, about 80% answered that their 'impression worsens'
We asked about the impression formed when negative words like 'suspicious' or 'black company' appeared in the search bar when searching for a company or product name. As a result, 48.4% felt their 'impression slightly worsens' and 32.2% felt their 'impression greatly worsens', totaling 80.6% who formed a negative impression. On the other hand, only 19.4% felt 'no particular impression'. Suggestions displayed in the search bar are easily recognized by many users as 'commonly searched related information', and the more negative the content, the more likely it is to trigger distrust towards the subject. From these results, it can be inferred that negative keywords displayed at the search stage are a factor that greatly influences the user's first impression. Below, we will examine why the impression worsens and the differences between those who are affected and those who are not.
Those who said their impression worsened
Because those bad evaluations are being searched by an unspecified large number of people. (50s, Female)
It's hard to tell if it's true or false, but it doesn't leave a good impression. (40s, Female)
When 'suspicious' or 'black company' appears in the Google or Yahoo search bar, I get anxious thinking, 'Is there something wrong with this company?' (50s, Female)
From the collected comments, it can be seen that the suggestions displayed in the search bar are perceived as 'information searched by many people = reliable'. Furthermore, even if the authenticity is unknown, the display of negative words can evoke anxiety, and it is thought that this tends to worsen the impression of the subject as a result.
Those who felt no particular impression
While the impression might worsen, it's ultimately others' evaluations, and I want to judge for myself. (50s, Female)
Because nowadays, many places are often described as 'black companies'. (30s, Female)
Because people who use words like 'suspicious' are thought to have malicious intent, I basically don't look. (70s, Male)
From the collected comments, it can be seen that respondents do not take the negative words displayed in suggestions at face value, but rather try to discern the reliability of the information. Moreover, it is thought that there is a tendency to prioritize 'who wrote the information' and to make calm judgments, taking into account the possibility of malicious intent.
When bad articles or reviews appear at the top of search results, about 80% answered that their 'impression worsens'
Next, we asked about the impression formed when bad articles or reviews appeared at the top of search results when searching for a company or product name. As a result, 52.2% felt their 'impression slightly worsens' and 26.3% felt their 'impression greatly worsens', totaling 78.5% who formed a negative impression. On the other hand, only 21.5% felt 'no particular impression'. Information displayed at the top of search results is easily recognized by many users as 'highly reliable information', and the more negative the content, the more it strengthens distrust towards the subject. From these results, it can be inferred that the display order of search results greatly influences user impression formation, and especially when negative information is at the top, its impact cannot be ignored. Below, we will examine in detail the reasons why the displayed content of search results affects impressions, and the differences between those whose impressions worsen and those whose do not.
Those who said their impression worsened
Because what appears at the very top of search results is proof that everyone sees it. (30s, Female)
I think there might be slander and libel intended to trap people, but the saying 'where there's smoke, there's fire' also comes to mind. (60s, Female)
It's natural for impressions to worsen when seeing bad articles, but I investigate by other means to make a final judgment. (70s, Male)
From the collected comments, it can be seen that information displayed at the top of search results is perceived as 'seen by many people = highly reliable'. Furthermore, while recognizing the possibility of slander and libel, a psychological tendency arises that 'there might be some basis for it,' leading to a worsening of impressions.
Those who felt no particular impression
Until I confirm that information, I don't think it's negative. (50s, Male)
Because reviews can be written however one likes. (50s, Female)
There are people who deliberately write negatively, so I don't judge based on that alone. (50s, Female)
From the collected comments, it can be seen that respondents do not accept the content of search results as is, but rather show a cautious attitude of trying to determine the truthfulness of the information. In addition, it is thought that there is a tendency to recognize that reviews and articles may be written with bias, and to make judgments based on multiple pieces of information.
Online reputation is directly linked to the trust in companies and services. Management of search results is important.
This survey revealed that online reviews and search results have a significant impact on user impressions and trust. About one in three people have experienced a decline in trust due to negative information, and furthermore, when bad information appears in suggestions or search results, about 80% feel their impression has worsened. On the other hand, while there are also segments of users who carefully judge information without taking it at face value, many users tend to accept 'information seen by many people' as an indicator of reliability. Against this backdrop, it can be said that properly understanding and managing the content of search results and suggestions is important for protecting the trust of companies and services. In an era where corporate reputation is greatly influenced by search results, the importance of continuous measures is likely increasing.
*When quoting the content of this press release, please take the following actions:
- State that the source is 'a survey by Axia Company Inc.'
- Install a link to Axia Company Inc. (https://axia-company.co.jp/)
- Install a link to the relevant article (https://axia-company.co.jp/column/web-hyouban-research/)
About Axia Company Inc.
Address: Rise Arena Bldg. 11F, 4-5-2 Higashi-Ikebukuro, Toshima-ku, Tokyo 170-0013
President and Representative Director: Hiromu Hasegawa
URL: https://axia-company.co.jp/
Business Activities: Centered on reputation damage countermeasures, we provide web consulting services to support the recovery of brand value and trust for companies and individuals through measures such as suggestion optimization, reverse SEO, and reputation management.
■ 'Survey on the Impact of Online Reputation on Trust' Overview
Survey Method: Internet questionnaire
Survey Period: March 16, 2026 - April 9, 2026
Target Respondents: Men and women nationwide
Valid Responses: 1,000 samples
■ Survey Questions
Question 1: Have you ever experienced a decrease in trust towards a subject after seeing negative rumors or reviews online?
Question 2: When searching for a company name or product name, if words like 'suspicious' or 'black company' appear alongside it in the search bar, what kind of impression do you form?
Question 3: When searching for a company name or product name, if bad articles or reviews appear near the top of the search results, what kind of impression do you form?
About 1 in 3 respondents answered that their 'trust decreased' due to online rumors/reviews
First, we asked if respondents had ever experienced a decrease in trust after seeing negative rumors or reviews online. As a result, 34.9% answered 'yes' and 65.1% answered 'no', indicating that about one in three people have experienced a decrease in trust due to negative online information. While many respondents stated they 'are not affected,' the fact that approximately 30% have actually experienced a decline in trust cannot be overlooked. Online information tends to leave a strong impression once seen, and even partial information can affect the evaluation of the subject. From these results, it can be inferred that negative reviews and rumors about companies and services are a factor that reliably causes a decline in trust among a certain number of users. Below, we will look in detail at the reasons why trust decreased and, conversely, why some were not affected.
Those with experience
If I see bad reviews about a business or bad critiques of a product, I decide not to go for it. Because I can't trust it. (50s, Female)
I am concerned about the opinions of people who have actually used it. (60s, Female)
One or two, I can understand, but when over a third of the reviews are bad, I really have to reconsider. (60s, Female)
From the collected comments, it can be seen that users value 'opinions from those who have actually used it' as highly reliable information. Furthermore, when there is a certain number of negative reviews, their content is easily accepted as fact, and it is thought to have a significant impact on decision-making.
Those without experience
Because it's unclear how truthful the reviews or rumors are. (70s, Male)
Because I don't know if it's true or false unless I see it with my own eyes. (20s, Female)
Because I only take it as a reference. (40s, Male)
From the collected comments, it can be seen that respondents are cautiously judging the reliability of reviews and rumors. It is thought that there is a strong tendency not to take negative information at face value, but to judge it after confirming it oneself.
When words like 'suspicious' or 'black company' appear in the search bar, about 80% answered that their 'impression worsens'
We asked about the impression formed when negative words like 'suspicious' or 'black company' appeared in the search bar when searching for a company or product name. As a result, 48.4% felt their 'impression slightly worsens' and 32.2% felt their 'impression greatly worsens', totaling 80.6% who formed a negative impression. On the other hand, only 19.4% felt 'no particular impression'. Suggestions displayed in the search bar are easily recognized by many users as 'commonly searched related information', and the more negative the content, the more likely it is to trigger distrust towards the subject. From these results, it can be inferred that negative keywords displayed at the search stage are a factor that greatly influences the user's first impression. Below, we will examine why the impression worsens and the differences between those who are affected and those who are not.
Those who said their impression worsened
Because those bad evaluations are being searched by an unspecified large number of people. (50s, Female)
It's hard to tell if it's true or false, but it doesn't leave a good impression. (40s, Female)
When 'suspicious' or 'black company' appears in the Google or Yahoo search bar, I get anxious thinking, 'Is there something wrong with this company?' (50s, Female)
From the collected comments, it can be seen that the suggestions displayed in the search bar are perceived as 'information searched by many people = reliable'. Furthermore, even if the authenticity is unknown, the display of negative words can evoke anxiety, and it is thought that this tends to worsen the impression of the subject as a result.
Those who felt no particular impression
While the impression might worsen, it's ultimately others' evaluations, and I want to judge for myself. (50s, Female)
Because nowadays, many places are often described as 'black companies'. (30s, Female)
Because people who use words like 'suspicious' are thought to have malicious intent, I basically don't look. (70s, Male)
From the collected comments, it can be seen that respondents do not take the negative words displayed in suggestions at face value, but rather try to discern the reliability of the information. Moreover, it is thought that there is a tendency to prioritize 'who wrote the information' and to make calm judgments, taking into account the possibility of malicious intent.
When bad articles or reviews appear at the top of search results, about 80% answered that their 'impression worsens'
Next, we asked about the impression formed when bad articles or reviews appeared at the top of search results when searching for a company or product name. As a result, 52.2% felt their 'impression slightly worsens' and 26.3% felt their 'impression greatly worsens', totaling 78.5% who formed a negative impression. On the other hand, only 21.5% felt 'no particular impression'. Information displayed at the top of search results is easily recognized by many users as 'highly reliable information', and the more negative the content, the more it strengthens distrust towards the subject. From these results, it can be inferred that the display order of search results greatly influences user impression formation, and especially when negative information is at the top, its impact cannot be ignored. Below, we will examine in detail the reasons why the displayed content of search results affects impressions, and the differences between those whose impressions worsen and those whose do not.
Those who said their impression worsened
Because what appears at the very top of search results is proof that everyone sees it. (30s, Female)
I think there might be slander and libel intended to trap people, but the saying 'where there's smoke, there's fire' also comes to mind. (60s, Female)
It's natural for impressions to worsen when seeing bad articles, but I investigate by other means to make a final judgment. (70s, Male)
From the collected comments, it can be seen that information displayed at the top of search results is perceived as 'seen by many people = highly reliable'. Furthermore, while recognizing the possibility of slander and libel, a psychological tendency arises that 'there might be some basis for it,' leading to a worsening of impressions.
Those who felt no particular impression
Until I confirm that information, I don't think it's negative. (50s, Male)
Because reviews can be written however one likes. (50s, Female)
There are people who deliberately write negatively, so I don't judge based on that alone. (50s, Female)
From the collected comments, it can be seen that respondents do not accept the content of search results as is, but rather show a cautious attitude of trying to determine the truthfulness of the information. In addition, it is thought that there is a tendency to recognize that reviews and articles may be written with bias, and to make judgments based on multiple pieces of information.
Online reputation is directly linked to the trust in companies and services. Management of search results is important.
This survey revealed that online reviews and search results have a significant impact on user impressions and trust. About one in three people have experienced a decline in trust due to negative information, and furthermore, when bad information appears in suggestions or search results, about 80% feel their impression has worsened. On the other hand, while there are also segments of users who carefully judge information without taking it at face value, many users tend to accept 'information seen by many people' as an indicator of reliability. Against this backdrop, it can be said that properly understanding and managing the content of search results and suggestions is important for protecting the trust of companies and services. In an era where corporate reputation is greatly influenced by search results, the importance of continuous measures is likely increasing.
*When quoting the content of this press release, please take the following actions:
- State that the source is 'a survey by Axia Company Inc.'
- Install a link to Axia Company Inc. (https://axia-company.co.jp/)
- Install a link to the relevant article (https://axia-company.co.jp/column/web-hyouban-research/)
About Axia Company Inc.
Address: Rise Arena Bldg. 11F, 4-5-2 Higashi-Ikebukuro, Toshima-ku, Tokyo 170-0013
President and Representative Director: Hiromu Hasegawa
URL: https://axia-company.co.jp/
Business Activities: Centered on reputation damage countermeasures, we provide web consulting services to support the recovery of brand value and trust for companies and individuals through measures such as suggestion optimization, reverse SEO, and reputation management.