Following the launch of our brand new Online Purchase Journey infographic (available for clients to download here), today we take a look at how much noise and brand advocacy is now taking place in the online space.

For many digital consumers, reviewing the products they have purchased has become the norm. Almost half say they regularly post online reviews of products, services or companies, with notable peaks among 25-34s and the top income quartile. Meanwhile, men tend to be a little more vocal than women.

What’s particularly interesting here is the disparity between the numbers posting vs looking for reviews. With 46% sharing their views but only 39% saying that they seek out reviews from fellow customers when researching products, helping people to cut through the noise is key.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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