B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
41%
41% -- consumers always reading reviews when browsing for US consumers (2026)
41% of consumers say they 'always' read reviews when browsing.
- up from 29% the year before
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
41%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
1,002
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
BrightLocal
Primary
Tier A
https://www.insightios.com/blog/dtc-product-validation-customer-research ↗
Source Article
How to Use Customer Research to Validate a DTC Product Before Launch
According to Harvard Business School professor Clayton Christensen, roughly 95% of the approximately 30,000 new products introduced each year fail. That number has been cited and recited so many times it's almost lost its sting. But what it actually means, at the DTC scale, is more specific: most fo…
Original Research
BrightLocal
· Original study ↗
Methodology
BrightLocal Local Consumer Review Survey; up from 29% in prior year
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US consumers: 41% consumers always reading reviews when browsing. Source: BrightLocal (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/always-read-reviews-41
HTML Embed
<blockquote cite="https://lighthousedata.io/data/always-read-reviews-41" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>41%</strong> -- consumers always reading reviews when browsing for US consumers<br><small>Source: BrightLocal (2026) · <a href="https://lighthousedata.io/data/always-read-reviews-41" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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