New survey data from Expert Reviews’ 2026 TV Awards has revealed that UK shoppers trust retailers more than they trust social media influencers when deciding which electrical home appliances to buy.
Top 4 factors influencing UK home tech purchases:
- Retailers and manufacturers: 44 per cent
- Consumer review publications: 39 per cent
- Recommendations from family & friends: 36 per cent
- Social media influencers & content creators: 20 per cent
Retailers influence the most consumer purchase decisions
According to Expert Reviews’ recent survey data, 44 per cent of UK respondents said that retailers and manufacturers had influenced their most recent electrical home purchase – the highest percentage amongst all respondents.
Meanwhile, only 20 per cent of UK respondents said that their purchase was influenced by social media influencers or content creators. This new data reveals that consumer trust now lies in the hands of retailers over those of social media creators.
Content creators fail to compete with retailers for consumer trust
Though content creators and influencer marketing are considered to be powerful tools for driving sales, Expert Reviews’ insights find that when it comes to sourcing the best electrical home appliances, social media content creators do not have the same level of influence as retailers.
This could suggest a lack of trust between UK shoppers and content creators. Electrical home appliances can be expensive, and shoppers will likely want to ensure that their purchase provides an adequate return on investment.
Consumer trust and confidence in where shoppers are sourcing their product recommendations from, is vital to evaluating which product is right for them, and helps make the right purchase decision.
Consumer reviews & family recommendations overtake social media
The second most influential factor when purchasing electrical home appliances are consumer review publications, with 39 per cent of UK respondents saying that these publications influenced what they bought.
This could be because consumer reviews sites are known to be a trusted source of information, as many of these websites provide impartial and honest reviews.
Falling slightly behind consumer reviews sites are family recommendations, with 36 per cent of UK respondents saying their family influenced which electrical home appliance they bought.
Expert Reviews’ data ultimately highlights how in a digital age of ever-evolving social media sales tactics, retailers remain the most trusted source of information amongst UK shoppers, and have the most powerful influence over UK electrical home purchase decisions.
Deputy Editor of Expert Reviews, Andy White, comments: “Brands are always telling me how their customers are most likely to buy a product if it has received favourable coverage from an impartial third party, so I’m slightly surprised not to see consumer reviews publications leading the way here.
“However, what the data shows is that the marketing clout of huge companies still has massive sway over consumers, likely due to reputations built over many years. What’s also clear is that shoppers consult a variety of sources before making important, expensive purchases. That’s prudent at a time when people are financially stretched and increasingly wary of fake news and paid-for reviews.
“I see those concerns as central to why influencers and content creators on social media have less impact on purchase decisions. There are fantastic creators out there who test products extensively and provide insightful, unbiased reviews.”
Tom Lord, Product and Consumer Manager for TV at Hisense UK, adds: “With 80 per cent of the nation using their TV to stream films, having the right technology in the living room has never been more important to make the most out of that content and create a truly cinematic experience.
“At Hisense, we’re seeing a growing number of consumers looking to upgrade to larger screens and flagship technologies such as RGB MiniLED, which delivers unmatched colour accuracy and an enhanced viewing experience through advanced processing features such as Dolby Vision 2.
“With 180Hz panels and built-in features such as Xbox Cloud Gaming, consumers can also play their favourite games directly from their Hisense TV, without the need for a console, which is great news for the 31 per cent of the nation who use their TVs for gaming.”
Additional Information:
- Expert Reviews, launched in 2010, rigorously tests and reviews products to ensure consumers make informed decisions based on accurate and thoroughly tested conclusions.
- Expert Reviews’ survey, conducted in July 2026, targeted a representative sample of 1,041 UK residents
- Collection of regional distribution data has been obtained to reflect geographical nuances and increase data validity
- Please reach out to jessica.repetti@expertreviews.co.uk for any questions or more information
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