How Much Do Thais Rely on Reviews Before Deciding? A Deep Dive into Financial Service Selection Behavior in 2026

"Read reviews first" has become a fundamental behavior for people today. Whether buying goods, booking accommodation, or choosing financial services, reviews from others are often among the first pieces of information we seek before making a decision. But the question is, how much do Thais rely on reviews, and how much do reviews truly influence the choice of financial services? This article delves into the behavior of checking reviews before deciding, providing references and insights into which types of reviews people trust more. It is presented as information for consideration, not as a recommendation for or against using any particular service.

Reviews as the First Hurdle in Decision-Making: What the Data Says

Reading reviews before making a decision is not a niche behavior but a mainstream one. BrightLocal's Local Consumer Review Survey 2024 found that only about 3% of consumers said they "never" read online reviews before choosing a service. In other words, most people read reviews almost every time before deciding.¹ This behavior aligns with Thailand's continuously growing digital economy. The Electronic Transactions Development Agency (ETDA) reported that the value of Thai e-commerce in 2023 was in the trillions of baht, reflecting that Thais conduct transactions and make decisions online on a widespread basis. Consequently, ETDA had to issue standards for the collection, filtering, and publication of consumer reviews (ETDA Standard 32-2565) to enhance the credibility of online reviews.²

For financial services, which directly involve money and risk, reviews play an even greater role. Users want to reduce uncertainty before entrusting their money or personal information to anyone. Reviews thus serve as the first filter, helping to determine which service providers are worth considering further and which ones to be cautious about.

How Much Do Reviews Affect Financial Service Choices, and What Are the Precautions?

Reviews influence decisions at various levels, from creating a first impression to being a decisive factor at the last minute. For financial services, users often prioritize reviews that address issues directly affecting them, such as withdrawal experiences, the speed and quality of customer service, and problem resolution in case of issues.

However, the influence of reviews also comes with risks. If users trust reviews without discerning their source, they might be swayed by staged reviews, including overly positive endorsements and malicious attacks. This is why "how influential reviews are" and "how trustworthy reviews are" are two different matters, making the quality of reviews, such as identity verification, as important as their quantity. The table below summarizes the differences between these two dimensions.

Which Types of Reviews Do People Trust More?

While Thais rely heavily on reviews, they are also becoming more cautious about fake reviews. Generally, reviews that tend to gain more trust often have these characteristics:

Verified identity or proof of actual service use: Reviews with verifiable sources provide more confidence than anonymous reviews.

Concrete details: Narrate specific experiences, such as withdrawal procedures or contacting customer service, rather than short praises/complaints.

Both pros and cons: Balanced reviews that mention both advantages and disadvantages tend to be more credible than extremely positive or negative ones.

Consistent with the overall picture: When multiple verified reviews align, their collective credibility increases.

This trend reflects that people don't just want "many reviews" but "trustworthy reviews," which aligns with ETDA's standards for review filtering and the emergence of identity-verified review systems to meet this demand.

How TrustFinance Addresses the Need for "Trustworthy Reviews"

The direct value TrustFinance provides is a review system that verifies the identity of real users, integrated into each broker's profile, along with a TrustScore summarized from those reviews. For example, individual broker profile pages display the TrustScore along with the number of user reviews, allowing users to see feedback from verifiable sources, not easily manipulated anonymous reviews. You can search and compare Forex broker profiles with reviews all in one place. Furthermore, since review data is paired with regulatory information, such as license status via the License Monitoring Program (LMP)³ users can see both genuine feedback and factual information together.

Frequently Asked Questions (FAQ)

How much do Thais read reviews before using a service?

Reading reviews before making a decision is a mainstream behavior. The BrightLocal 2024 survey found that only about 3% of consumers said they never read online reviews. In Thailand, where online transactions are widespread, reading reviews before deciding is also common, especially for matters involving money and risk.

Do reviews really influence decisions?

Yes, they do, at multiple levels, from creating a first impression to being a decisive factor. This is especially true for reviews discussing withdrawals and service quality. However, this influence also carries risks if reviews are trusted without discerning their source.

Which types of reviews do people trust the most?

People tend to trust reviews that have verified identities or proof of actual service use, contain concrete details, present both pros and cons in a balanced way, and are consistent with the overall picture of other reviews, rather than unverified anonymous reviews.

Summary

Reviews have become the first hurdle people use before deciding on financial services, and data confirms that almost everyone reads reviews before making a decision. However, what is increasingly important is the "quality" of reviews, not just the quantity. Verified and detailed reviews are therefore more valuable for decision-making. Review usage checklist:

Prioritize verified reviews over anonymous ones.

Look for details regarding withdrawals and service.

Choose to read reviews that discuss both pros and cons.

Consider the overall picture from multiple reviews; don't rely on a single review.

Before choosing a Forex broker, check verified user reviews and the TrustScore for each at TrustFinance to make decisions based on evidence, not easily manipulated reviews.

Risk Warning (Disclaimer): This article is for educational and informational purposes only and does not constitute investment advice. CFD/Forex trading carries high risks. Please study the information before investing. All types of investments carry risks. Investors should consider all aspects of the information and verify it from reliable sources before making a decision.

References

¹ BrightLocal Local Consumer Review Survey 2024: Only about 3% of consumers said they never read online reviews (most people read reviews before deciding): https://www.brightlocal.com/research/local-consumer-review-survey-2024/

² Electronic Transactions Development Agency (ETDA) Thailand's e-commerce value in 2023 and standards for the collection, filtering, and publication of consumer reviews on online channels (ETDA Standard 32-2565): https://opendata.etda.or.th/dataset/standard_06_32

³ TrustFinance License Monitoring Program (LMP): Checks broker license status against regulatory databases, reviewed quarterly (ACTIVE/INACTIVE/EXPIRED): https://www.trustfinance.com/blog/trustfinance-license-monitoring-program-lmp