Trust issues: One fifth of Brits have fallen out with friends and family over a poor recommendation
New research from Checkatrade reveals that almost a fifth of Brits (17%) have fallen out with friends and family over a poor recommendation.
Despite the family tension, the study of 2,000 British adults found that almost half of people (46%) believe that using third party review sites is an easier and more efficient way to get trusted recommendations. However, in spite of using review sites, a fifth (21%) of people don’t always leave a review online even if they had a positive experience.
To delve into the psychology of trust, Checkatrade has teamed up with psychologist Dr Becky Spelman to reveal why recommendations are so important when it comes to deciding who we trust.
“Brits appear to be reluctant to regularly post reviews online following positive experiences, yet they trust third-party sites with a wide range of reviews,” comments Dr Becky Spelman. “This contradictory behaviour indicates a discord in expectations (for other people to share reviews/recommendations) versus actions (reluctance to share their own reviews/recommendations), which suggests more needs to be done to help Brits understand the value of an honest recommendation.”
In Recommendations We Trust
The main reasons for trusting reviews over friends and family include the wide range of consumer reviews available (51%), a star rating system (27%), offering an unbiased recommendation (27%) plus the inclusion of a verification system to vet people/items before they appear on sites (25%).
When it comes to specific occupations, 64% of people claim they’d be more likely to trust a tradesperson if they are verified by a third-party site and have excellent reviews from other people online (66%).
Who to Trust?
Showing up on time (42%), making eye contact (41%) and being good communicators (31%) are the key trustworthy attributes we look for in a first date. Similar attributes were valued in tradespeople, with showing up on time (55%) the number one sign they could be trusted, followed by being good communicators (39%).
Meanwhile, as little as 6% of us would trust a date who had dirty fingernails, with a further 41% of us citing it as a factor that would make us actively distrust hospitality workers and hairdressers (39%).
Yet on the flip side, 35% of people would trust a tradesperson who had dirty fingernails, indicating the importance of context and experience when deciding whether to trust someone.
Finally, Checkatrade has also looked into some of the homes and gardens of celebrities that we, as a nation, trust the most; from gardening guru Alan Titchmarsh to queen of clean Mrs Hinch, the research identifies the top ten most trusted celebrities identified by Brits.
Top 10 Most Trustworthy Homes & Gardens Celebrities
- Alan Titchmarsh
- Monty Don
- Nick Knowles
- Dominic Littlewood
- Kirstie Allsopp & Phil Spencer
- Kevin McCloud
- George Clarke
- Mrs Hinch
- Sarah Beeny
- Alan Carr
Mike Fairman, CEO of Checkatrade, comments:
“Whilst we all hold our preconceptions on who and why we should trust, these research findings show there isn’t just one thing that constitutes a universally trustworthy person – but using third-party sites which review their tradespeople such as Checkatrade ensures you are taking adequate steps to use recommendations you can rely on.”