Most people in Cumbria check online reviews before making key purchases, according to new research commissioned by full fibre provider Fibrus Broadband.

While traditional word of mouth remains the most trusted source of recommendation, the study highlights how digital platforms are now firmly embedded in everyday decision-making.

Some 73 per cent of respondents said they look at online reviews before booking a restaurant, followed by 71.5 per cent for hotels and 56 per cent for days out.

The research, based on a survey of 271 Cumbrians, found that online reviews now play a significant role in how people plan what they buy and where they go.

Platforms such as Trustpilot and Google Reviews are now a key part of how many consumers research purchases, with 21.4 per cent of respondents citing them among their most trusted online sources. Traditional word of mouth, however, remains the single most trusted source overall, at 61.1 per cent.

The study also found that many respondents actively contribute to the review economy themselves. Almost half of those surveyed – 46.7 per cent, or 129 people – said they leave both positive and negative reviews based on their experiences. A further 11 per cent leave only positive feedback, while just six respondents said they leave only negative reviews.

Recommendations from friends or family remain the most influential source when choosing broadband, cited by 91 respondents. However, online reviews are now firmly embedded in the decision-making process, with 132 respondents – 48.7 per cent – saying they use them when selecting a provider.

Fibrus has benefited from strong online feedback from customers, reflected in its current Trustpilot rating of 4.4 stars from more than 16,000 customer reviews. Many reviewers highlight the professionalism of installation teams, the reliability of the connection and the overall quality of service.

Cumbrian broadcaster Robbie Dee took to the streets of Workington on behalf of Fibrus to test public attitudes to online reviews.

Noah Chalue told him, "You would always check a review before you purchase anything, wouldn’t you?”

Another member of the public added, "We've changed our minds sometimes if it’s been given a really bad review.”

Fibrus, the Full Fibre broadband provider, is currently undertaking extensive work across Cumbria, particularly in rural and hard-to-reach areas, to bring Full Fibre broadband to areas previously underserved by larger providers.

Recent verified online customer reviews reflect strong satisfaction with the service. One customer, Paul, said, "Without doubt Fibrus FTTP has been the best internet I’ve had, absolutely trouble-free over the last 12 months.”

Another customer, John Hall, commented: “Great to speak to a person, and one who leaves you feeling valued – quite rare these days. The phone was answered quickly. Efficient, helpful and intelligent advice was given at both calls. Excellent service and communication.”

Colin Hutchinson, Group MD of Fibrus, said, "Online reviews clearly play an increasingly important role in how people make everyday decisions, from booking restaurants to choosing broadband.

“While word-of-mouth recommendations remain hugely valuable, it’s clear that many consumers now turn to online reviews as a key part of their research. We’re proud to see strong feedback from our customers reflected in our Trustpilot rating and will continue focusing on delivering broadband that’s ‘customer approved’, with the reliability and high quality of service they expect.”