[Survey on Online Reviews] Approximately 56% of people refer to online reviews when purchasing or using products/services. Over 40% of review users trust the reviews.
MyVoice Communications published survey results on online reviews. About 56% of people refer to reviews when making a purchase. High review volume and transparent, specific content (including negative points) are key factors in building trust.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 00:10
- 🔍 Collected: April 14, 2026 at 15:31
- 🤖 AI Analyzed: April 19, 2026 at 16:00 (120h 28m after Collected)
<< TOPICS >>
* Approximately 56% of people refer to online reviews when purchasing or using products or services. Among review users, over 40% trust the reviews.
* What review users feel is trustworthy is "many reviews" at about 36%, and "negative points are also written," "various people write reviews with the same reputation," and "content is specific and easy to understand" at around 30%.
MyVoice Communications, Inc. (Chiyoda-ku, Tokyo, President: Shintaro Shimizu) conducted the 7th internet survey on "Online Reviews" from March 1st to 7th, 2026.
We asked about the reference status and impact of online reviews, as well as experiences where they were helpful in free text. We would like to announce the survey results.
[Survey Target] MyVoice Communications' survey monitors
[Survey Method] Internet survey (net research)
[Survey Period] March 1 to March 7, 2026 [Number of Respondents] 11,195
[Detailed Survey Results] https://myel.myvoice.jp/products/detail/33207
Degree of reference to reviews
When purchasing or using products or services, about 56% of people "refer to them a lot" or "refer to them somewhat" combined regarding online reviews.
The ratio is high among women, exceeding 70% in all age groups from 10s to 40s.
Items purchased/used by referring to reviews
Items that online review users purchase or use by referring to reviews (multiple answers allowed) are "home appliances, AV/digital equipment" at 42.9%, "household goods, daily necessities" at 36.8%, "food and beverages" at 35.0%, and "restaurants" and "accommodation, travel" each at over 30%.
For men, "home appliances, AV/digital equipment" is just under 50%. For women, "beauty and care products" and "household goods, daily necessities" are the top two, both in the 40% range.
"Hospitals, clinics" and "health and beauty-related services" are higher among women in their 30s to 50s, while "furniture, interiors" are higher among men in their 30s and women in their 10s to 40s.
Reliability of reviews
Among online review users, over 40% trust the reviews (total of "trust" and "somewhat trust"). The ratio is high among younger generations, sitting around 60% for those in their 10s to 30s. On the other hand, it's 30% for those in their 70s, indicating a large generational gap.
Slightly over 10% do not trust them (total of "do not trust" and "do not trust very much").
Reviews felt to be trustworthy
What online review users feel is trustworthy (multiple answers allowed) is "many reviews" at 35.6%, and "negative points are also written," "various people write reviews with the same reputation," and "content is specific and easy to understand" at around 30%.
"Many reviews" is higher among women, especially over 50% for each age group of women in their 10s to 30s.
"The text and atmosphere of the review are good and easy to read" tends to be high among those in their 10s to 40s, while "the person reviewing seems trustworthy" and "there are photos/videos" tend to be high among young women.
*For details such as the continuation of the graphs, please see [Detailed Survey Results].
Impact of reviews on purchasing and information dissemination
We asked about the impact of online reviews when making a purchase or disseminating information (multiple answers allowed).
In terms of reviews, "decided to buy," "bought the one with a better reputation," and "stopped buying" were each slightly over 30%, suggesting that reviews affect the purchase of products and services.
The ratios for "decided" and "stopped" buying are both slightly higher for women.
<< Respondents' Comments >>
* Experiences where online reviews were helpful or led to good choices (Total 3,111 responses)
- Even if I overlooked bad compatibility with hard-to-understand standards, there were failure stories in the reviews, and I was able to notice them. (Male, 43 years old)
- There was a post saying the clothes' sizes were smaller than general ones, so I ordered one size up. (Male, 49 years old)
- Seeing reviews saying "many defective products/breaks easily" was very helpful. (Female, 29 years old)
- At an affordable clothing shopping site, they left bad reviews as they were without deleting them, and it seemed they properly verified points pointed out by customers.
* Approximately 56% of people refer to online reviews when purchasing or using products or services. Among review users, over 40% trust the reviews.
* What review users feel is trustworthy is "many reviews" at about 36%, and "negative points are also written," "various people write reviews with the same reputation," and "content is specific and easy to understand" at around 30%.
MyVoice Communications, Inc. (Chiyoda-ku, Tokyo, President: Shintaro Shimizu) conducted the 7th internet survey on "Online Reviews" from March 1st to 7th, 2026.
We asked about the reference status and impact of online reviews, as well as experiences where they were helpful in free text. We would like to announce the survey results.
[Survey Target] MyVoice Communications' survey monitors
[Survey Method] Internet survey (net research)
[Survey Period] March 1 to March 7, 2026 [Number of Respondents] 11,195
[Detailed Survey Results] https://myel.myvoice.jp/products/detail/33207
Degree of reference to reviews
When purchasing or using products or services, about 56% of people "refer to them a lot" or "refer to them somewhat" combined regarding online reviews.
The ratio is high among women, exceeding 70% in all age groups from 10s to 40s.
Items purchased/used by referring to reviews
Items that online review users purchase or use by referring to reviews (multiple answers allowed) are "home appliances, AV/digital equipment" at 42.9%, "household goods, daily necessities" at 36.8%, "food and beverages" at 35.0%, and "restaurants" and "accommodation, travel" each at over 30%.
For men, "home appliances, AV/digital equipment" is just under 50%. For women, "beauty and care products" and "household goods, daily necessities" are the top two, both in the 40% range.
"Hospitals, clinics" and "health and beauty-related services" are higher among women in their 30s to 50s, while "furniture, interiors" are higher among men in their 30s and women in their 10s to 40s.
Reliability of reviews
Among online review users, over 40% trust the reviews (total of "trust" and "somewhat trust"). The ratio is high among younger generations, sitting around 60% for those in their 10s to 30s. On the other hand, it's 30% for those in their 70s, indicating a large generational gap.
Slightly over 10% do not trust them (total of "do not trust" and "do not trust very much").
Reviews felt to be trustworthy
What online review users feel is trustworthy (multiple answers allowed) is "many reviews" at 35.6%, and "negative points are also written," "various people write reviews with the same reputation," and "content is specific and easy to understand" at around 30%.
"Many reviews" is higher among women, especially over 50% for each age group of women in their 10s to 30s.
"The text and atmosphere of the review are good and easy to read" tends to be high among those in their 10s to 40s, while "the person reviewing seems trustworthy" and "there are photos/videos" tend to be high among young women.
*For details such as the continuation of the graphs, please see [Detailed Survey Results].
Impact of reviews on purchasing and information dissemination
We asked about the impact of online reviews when making a purchase or disseminating information (multiple answers allowed).
In terms of reviews, "decided to buy," "bought the one with a better reputation," and "stopped buying" were each slightly over 30%, suggesting that reviews affect the purchase of products and services.
The ratios for "decided" and "stopped" buying are both slightly higher for women.
<< Respondents' Comments >>
* Experiences where online reviews were helpful or led to good choices (Total 3,111 responses)
- Even if I overlooked bad compatibility with hard-to-understand standards, there were failure stories in the reviews, and I was able to notice them. (Male, 43 years old)
- There was a post saying the clothes' sizes were smaller than general ones, so I ordered one size up. (Male, 49 years old)
- Seeing reviews saying "many defective products/breaks easily" was very helpful. (Female, 29 years old)
- At an affordable clothing shopping site, they left bad reviews as they were without deleting them, and it seemed they properly verified points pointed out by customers.