Younger U.S. online users were more likely to spend a longer time reading online reviews than older internet users. During the November 2019 survey, seven percent of respondents aged 18 to 34 years stated that on average they spend at least an hour reading reviews making reviews before making a purchase decision. Only two percent of respondents aged 35 to 54 years stated the same.
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Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group
Characteristic
18-34
35-54
55+
<1 minute
9%
8%
3%
1-5 minutes
18%
25%
32%
5-10 minutes
20%
24%
31%
10-15 minutes
12%
14%
14%
15-20 minutes
8%
9%
10%
20-25 minutes
5%
4%
2%
25-30 minutes
9%
6%
4%
30-45 minutes
7%
4%
2%
45-60 minutes
5%
4%
0%
>1 hour
7%
2%
1%
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eMarketer. (January 8, 2020). Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group [Graph]. In Statista. Retrieved August 26, 2025, from https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/
eMarketer. "Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group." Chart. January 8, 2020. Statista. Accessed August 26, 2025. https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/
eMarketer. (2020). Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group. Statista. Statista Inc.. Accessed: August 26, 2025. https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/
eMarketer. "Average Amount of Time That Internet Users in The United States Spend Reading Reviews before Making a Decision as of November 2019, by Age Group." Statista, Statista Inc., 8 Jan 2020, https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/
eMarketer, Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group Statista, https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/ (last visited August 26, 2025)
Average amount of time that internet users in the United States spend reading reviews before making a decision as of November 2019, by age group [Graph], eMarketer, January 8, 2020. [Online]. Available: https://www.statista.com/statistics/713110/us-online-review-usage-frequency-new-purchases-age-group/
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