A study found Brits are bombarded with so many choices they now turn to mates or family for guidance on what to buy next
A recent survey of 2,000 adults has shed light on the extent to which Brits depend on personal recommendations when making purchases, no matter how big or small.
Over half turn to their pals or family for advice on significant decisions like picking the perfect holiday spot or splashing out on a posh dinner.
But it’s not just about the pricey items; many seek guidance even for the tiniest purchases, such as USB sticks, deodorants, or nail clippers. In fact, one in four have even checked reviews for parking spaces before deciding where to park.
When it comes to tech, this trend is even more noticeable. The poll revealed that 23% look for advice on laptops, 21% on broadband coverage, and 18% on value-for-money air fryers.
Others are after tips on finding headphones with crystal-clear sound quality (13%) or deciding whether to install a smart meter (11%).
This mirrors a growing trend to seek opinions on tech and gadgets as people navigate the fast-paced world of consumer technology.
Interestingly, 23% of those surveyed confessed they’ve purchased items despite reading negative reviews, only to end up 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 worry, most people prefer advice from those they know personally, valuing the authenticity of trusted voices over anonymous feedback.
The study from Smart Energy GB highlighted our heavy dependence on word-of-mouth, particularly when it comes to their own product – the smart meter.
Despite some people encountering shaky reviews about smart meters before getting one fitted, a whopping 69% ended up having a good experience post-installation.
Soap star turned documentary heavyweight Ross Kemp, working in partnership for Smart Energy GB, weighed in saying: “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.”
