A recent poll of 2,000 adults has revealed the extent to which Brits rely on personal recommendations when making purchases, regardless of their size. Over half consult friends or family for advice on significant decisions such as choosing the ideal holiday destination or splurging on a fancy meal.
However, it’s not just about the expensive items; many seek guidance even for the smallest purchases, like USB sticks, deodorants, or nail clippers. In fact, one in four have even checked reviews for parking spaces before deciding where to park.
The trend is even more pronounced when it comes to technology. The survey showed that 23% seek advice on laptops, 21% on broadband coverage, and 18% on value-for-money air fryers.
Others are looking for tips on finding headphones with crystal-clear sound quality (13%) or deciding whether to install a smart meter (11%). This reflects a growing trend to seek opinions on tech and gadgets as people navigate the fast-paced world of consumer technology.
Interestingly, 23% of those polled admitted they’ve bought items despite reading negative reviews, only to be pleasantly surprised. However, this experience has made 29% of people increasingly sceptical about the trustworthiness of online reviews.
As fake or paid-for reviews continue to be a concern, most people prefer advice from those they know personally, valuing the authenticity of trusted voices over anonymous feedback.
The research conducted by Smart Energy GB revealed that Brits heavily rely on word-of-mouth recommendations. This was also true for smart meters.
Although some individuals had come across negative reviews about smart meters prior to installation, a significant 69% reported a positive experience after having one fitted.
TV personality and documentary maker Ross Kemp, who has partnered with Smart Energy GB, commented: “Technology is advancing so quickly that it can sometimes be tricky to know which gadgets to get and how to use them.”
He added, “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.”
Victoria Bacon from Smart Energy GB, added: “It’s clear that many of us value getting a second opinion, whether it’s online reviews or advice from family members.
“When it comes to smart meters, there are some pretty wild stories out there but Brits are savvy at consulting multiple sources when we want to reach the right decision.”
