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.

Beyond the Chart

• 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.
• 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.

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.

Related Reports

• AI, Consumer Behavior, and the Trust Economy (EMARKETER subscription required)
• UK Influencer Marketing 2025 (EMARKETER subscription required)

Methodology: Data is from the October 2025 Ipsos report titled "Consumer Tracker: Wave 127." 1,093 US adults ages 18+ were surveyed online during October 7-8, 2025.