Review Fatigue: People ‘Less Likely to Leave Feedback After a Purchase’
The Rise of Reviews
Whether it’s choosing a restaurant, a hotel, a smartphone or clothes, user reviews and comments have become a go-to for shoppers, forming an indispensable part of consumer habits.
Reviews in Decline
According to a report, all ways of sharing negative customer feedback are in decline, even posting on social networks. (Envato Elements pic)
Between the third quarter of 2022 and the third quarter of 2023, the volume of reviews had increased by 19% worldwide.
The Impact of Reviews
It’s true that it’s becoming rare to buy something without first having at least a quick look at the feedback of customers who’ve already passed through the checkout. And the effects can be radical: 51% of French people said they had ultimately cancelled a purchasing decision after seeing negative reviews.
Review Fatigue Sets In
At a time when everyone is giving their opinion on everything, with social networks becoming veritable public forums, it seems hard to imagine things shifting back in the opposite direction. And yet, a detailed report by the Qualtrics XM Institute on consumer trends forecast for 2025 highlights declining motivation for giving feedback.
It’s not so much that people no longer read reviews, but rather that consumers are becoming increasingly reluctant to post comments after a purchase that didn’t satisfy them. According to the report, 32% of customers worldwide reported sharing their dissatisfaction directly with the company concerned, down nearly 8 points in four years.
People are increasingly less willing to answer feedback surveys, leaving businesses with little to work with in their efforts to meet consumer expectations. (Envato Elements pic)
The Decline of Feedback
All ways of sharing negative customer feedback are in decline, even posting on social networks (16%, down 6.9 points). Only 22% of buyers posted their reviews on third-party sites, down 4.2 points. Conversely, 24% of consumers say they didn’t mention their bad experience to anyone at all, an increase of 6.3 points.
The Future of Feedback
Indeed, the report summarises that people are increasingly likely to stay silent about both good and bad experiences. When people did say something after a good or bad experience, the most common response was to tell family or friends about it.
Less than a third of consumers gave feedback directly to a company, and they were least likely to post something on social media.
“In a world full of surveys constantly asking for feedback, people are increasingly less willing to answer them, leaving businesses with little to work with in their efforts to meet consumer expectations,” said Isabelle Zdatny, customer loyalty researcher at Qualtrics.
“Leaders can still gain an understanding of their customers, but it will require a more sophisticated listening programme to make up for the lack of direct feedback.”
Conclusion
The report included data gathered through online surveys from 23,730 consumers in 23 countries and regions including Australia, Canada, China, France, India, Italy, the Philippines, Singapore, and South Korea.
FAQs
Q: What is review fatigue?
A: Review fatigue refers to the declining motivation of consumers to leave feedback after a purchase, making it increasingly difficult for businesses to gather valuable insights from their customers.
Q: Why are consumers becoming less willing to leave feedback?
A: According to the report, consumers are becoming increasingly reluctant to post comments after a purchase that didn’t satisfy them, and are instead choosing to stay silent about both good and bad experiences.
Q: What are the implications of review fatigue for businesses?
A: Review fatigue can leave businesses with little to work with in their efforts to meet consumer expectations, making it essential for leaders to develop more sophisticated listening programmes to gain a better understanding of their customers.