Seven in 10 folks do not buy something with out studying a assessment first
More than half of Brits consult with friends or family members before making big purchases – relying heavily on personal experiences
A recent poll of 2,000 adults has highlighted just how much Brits rely on personal recommendations when making purchases, whether big or small. Over half turn to mates or family for guidance on big-ticket decisions—such as choosing the perfect holiday destination or splurging on a fancy meal.
But it’s not just the high-price items; many seek advice for even the smallest purchases, like USB sticks, deodorants, or nail clippers. In fact, one in four have gone so far as to check reviews for parking spaces before choosing where to park.
When it comes to technology, this trend is even more pronounced. The survey revealed that 23% look for advice on laptops, 21% on broadband coverage, and 18% on value-for-money air fryers.
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Others want tips on finding headphones with pristine sound quality (13%) or deciding whether to install a smart meter (11%). This reflects a growing tendency to seek input on tech and gadgets as people navigate the rapidly evolving world of consumer technology.
Interestingly, 23% of respondents admitted they’ve bought items despite reading negative reviews, only to end up pleasantly surprised. However, this experience has made 29% of people increasingly wary of the reliability of online reviews.
As fake or paid-for reviews remain a concern, most people prefer advice from those they know personally, valuing the authenticity of trusted voices over anonymous feedback.
Documentary maker Ross Kemp has teamed up with Smart Energy GB to help households answer some common questions about smart meters.(Image: PinPep)
The study by Smart Energy GB found that there was a similar reliance on word-of-mouth recommendations in relation to it’s own product -the smart meter.
The survey revealed that despite encountering mixed or negative reviews about smart meters prior to installation, a significant 69% of those who went ahead reported a positive experience afterward.
This finding reflects a broader lesson about navigating tech adoption—as consumers become more cautious, clear and trustworthy recommendations are essential.
Ross Kemp, who is working with Smart Energy GB, addressed the challenges consumers face when evaluating new products and technologies.
“Technology is advancing so quickly that it can sometimes be tricky to know which gadgets to get and how to use them. No matter where you seek out an opinion—whether from a parent or a total stranger—the golden rule is to ask a range of people who already have the product,” Kemp explained.
