Picture this: You’re cozied up on your couch, browsing through an online store. You spot something you like, but then the age-old question pops up, “To buy or not to buy?” Enter the unsung heroes of online shopping: reviews.
It turns out 99.9% of customers are consulting reviews before making a purchase. And their trust runs deep. So deep, in fact, that nearly half of all consumers place online reviews on the same pedestal as advice from their inner circle. But it’s not all sunshine and rainbows. A single misstep, one negative review, can deter up to 30 potential buyers.
So, do reviews impact online buying decisions? Absolutely.
Let’s look at the 100 online review stats that cement the importance of these tiny snippets of text, videos and images from your consumers.
Here’s what you’ll find in this blog:
• The Role of Online Reviews in Customer Behaviors
• Can You Still Trust Reviews Today?
• How Bad Are Fake Online Reviews Today?
• Can I Trust Yelp for Online Reviews?
• Where Should I Get My Online Reviews From?
Our Top Picks for Online Review Stats
1. 99.9% of consumers consult reviews during their online shopping process.
2. 53% of consumers want a response to a negative review within a week of posting.
3. Companies responding to at least 25% of their reviews make 35% more earnings than unresponsive businesses.
4. Google, Yelp, TripAdvisor and Facebook collectively dominate the online review landscape, accounting for 85% of all reviews.
5. Ratings and reviews have overtaken price as the primary factor influencing purchasing decisions.
6. Negative reviews can be costly, with a business potentially losing up to 30 customers based on just one bad review.
7. 79% of consumers actively seek out websites with product reviews.
8. 65% of consumers will likely leave a review if the business asks.
9. It can take up to 12 new positive reviews to repair the impact of one bad review.
10. 54.7% of consumers read at least four reviews before buying a product.
The Role of Online Reviews in Customer Behavior
Online reviews have become the new word-of-mouth, shaping consumer behavior in ways that traditional advertising can only dream of. Whether it’s deciding where to grab a quick bite or which laptop to invest in, reviews are the invisible hand guiding our choices.
But it’s not just about star ratings.
From the speed of a business’s response to negative feedback to the sheer volume of reviews, various factors influence how much we trust a review and, by extension, the company itself.
Here are online review statistics that paint a picture of how they exert their influence on customer-brand interactions:
Roughly 76% of individuals frequently read online reviews when searching for local businesses. (Source: BrightLocal)
Three out of four people lean on online reviews when scoping out local businesses. This shows the critical role reviews play in consumer decision-making at the local level. Businesses that ignore this trend are essentially leaving money on the table.
An impressive 99.9% of consumers consult reviews during their online shopping process. (Source: Power Reviews)
Almost everyone checks out reviews before clicking “buy.” It’s a near-universal behavior that underscores the power of peer opinion in eCommerce. If you’re not focusing on reviews, you’re missing a massive opportunity to influence purchase decisions.
53% of consumers want a response to a negative review within a week of posting. (Source: Exploding Topics)
Over half of consumers expect a timely response to their negative reviews. Businesses have a narrow window to manage their online reputation effectively. Ignoring this can lead to a loss of customer trust.
55% of consumers have a more favorable view of a business if the owner responds to their review. (Source: Luisa Zhou)
If you respond to reviews, you’re already winning in the eyes of over half the consumer base. It’s a simple action that can significantly boost your business’s image. The takeaway? Engagement matters.
Only between 5% and 10% of customers actually pen reviews, but these reviews influence approximately 20% of sales. (Source: Luisa Zhou)
A small percentage of customers write reviews, but their impact is outsized. This vocal minority influences one-fifth of all sales. Businesses should focus on encouraging more reviews to capture this influence.
Companies responding to at least 25% of their reviews make 35% more earnings than unresponsive businesses. (Source: Exploding Topics)
Companies that engage with at least a quarter of their reviews see a substantial uptick in earnings. Responsiveness doesn’t just improve image – it hits the bottom line. If you’re not responding, you’re not earning as much as you could be.
Google, Yelp, TripAdvisor and Facebook collectively dominate the online review landscape, accounting for 85% of all reviews. (Source: Luisa Zhou)
Google, Yelp, TripAdvisor and Facebook are the titans of the review world. If your business isn’t on these platforms, you’re missing out on a massive audience. Diversification is good, but these platforms are must-haves.
57% of shoppers delve into reviews even when shopping at brick-and-mortar stores. (Source: Power Reviews)
Even when people are in a physical store, they’re glued to their phones checking reviews. This behavior bridges the gap between online and offline shopping experiences. Retailers need to consider this when strategizing for both.
Average star ratings and number of customer reviews are the two most important factors for shopper confidence. (Source: The Bazaar Voice)
People care about the average star rating and the number of reviews a product has. These are the key indicators that instill shopper confidence. Businesses should aim for a high star rating while also encouraging a large volume of reviews.
75% of businesses do not respond to their negative reviews. (Source: Exploding Topics)
A staggering three-quarters of businesses are dropping the ball when it comes to negative reviews. The lack of engagement can lead to lost customers and a tarnished reputation. It’s a glaring oversight that needs to be addressed.
98% of consumers regard checking reviews as an important step before making purchasing decisions. (Source: Power Reviews)
Almost everyone considers reviews a crucial step before making a purchase, so you shouldn’t underestimate the power of customer feedback. If you’re not leveraging reviews, you’re missing out on a key decision-making factor for consumers.
Ratings and reviews have overtaken price as the primary factor influencing purchasing decisions. (Source: Power Reviews)
The influence of reviews has now surpassed price as the main factor in purchasing decisions. Consumers are willing to pay more for a product they trust based on reviews. Businesses should take note and prioritize garnering positive reviews.
Negative reviews can be costly, with a business potentially losing up to 30 customers based on just one bad review. (Source: Exploding Topics)
A single negative review can have a ripple effect, potentially costing a business up to 30 customers, underscoring the high stakes of online reputation management. Businesses can’t afford to ignore even one bad review.
79% of consumers actively seek out websites with product reviews. (Source: Power Reviews)
Almost 80% of consumers actively look for websites that feature product reviews, showing that reviews are not just a nice-to-have but a necessity for eCommerce sites. If you don’t have reviews, you’re not even in the game for many shoppers.
77% of consumers pay attention to the average star rating when perusing reviews. (Source: Power Reviews)
The majority of consumers pay attention to the average star rating when reading reviews. This means that a high average rating can significantly boost a product’s appeal. Businesses should aim to maintain a high average to attract more customers.
65% of consumers will likely leave a review if the business asks. (Source: BrightLocal)
Two-thirds of consumers are willing to leave a review if the business simply asks. Imagine these low-hanging fruits for businesses looking to increase their review count. A simple request can go a long way.
21% of consumers read online reviews daily, a decline from 34% in 2021. (Source: BrightLocal)
Fewer people are reading reviews daily compared to last year. This could indicate a shift in consumer behavior or trust in online reviews. Businesses should keep an eye on this trend.
One in three (33%) customers expect a response within three days. (Source: Exploding Topics)
A third of consumers expect businesses to respond to their reviews within three days, setting a clear timeframe for businesses to engage with their customers. Miss this window and you risk losing consumer trust.
35% of consumers trust online reviews as much as personal recommendations made by social media personalities. (Source: BrightLocal)
Online reviews hold as much sway as social media personalities for over a third of consumers. This shows the democratizing power of reviews, putting everyday consumers on par with influencers. Businesses should treat each review as a mini-influencer opportunity.
68% of consumers are more likely to find a 5-star rated business trustworthy if it has generated many reviews. (Source: Podium)
A high star rating is good, but it’s better when backed by a great number of reviews. This combination builds trust for 68% of consumers. So, aim for both quality and quantity in your reviews.
36% of customers today use online reviews to make more informed buying decisions. (Source: Luisa Zhou)
Over a third of consumers rely on reviews to make more informed buying choices. Now, reviews are not just about validation but also about education. Businesses should provide detailed, informative reviews to capture this segment.
It can take up to 12 new positive reviews to repair the impact of one bad review. (Source: Reputation Builder)
It takes a dozen good reviews to counteract the damage of a single bad one, highlighting the disproportionate impact of negative reviews. Businesses should actively seek positive reviews as a form of reputation insurance.
54.7% of consumers read at least four reviews before buying a product. (Source: Oberlo)
More than half of consumers read at least four reviews before making a purchase, showing that a single review is rarely enough to sway opinion. A variety of opinions gives consumers the confidence to buy.
46% of consumers have read a review in the last three days. (Source: Podium)
Almost half of consumers have read a review in the past three days. This shows that reviews are a regular part of consumer behavior, not just a one-off activity. Businesses should aim for a steady stream of fresh reviews to stay relevant.
Two-thirds (63%) of users said that at least one business has never responded to their online reviews. (Source: Exploding Topics)
Two-thirds of users report that at least one business has never responded to their reviews. It is a missed opportunity for businesses to engage and possibly rectify issues. Silence is not golden in the world of online reviews.
Consumers would only engage with companies with at least 3.3 stars. (Source: Qualtrics)
Consumers set the bar at 3.3 stars before they’ll even engage with a business. Fall below this, and you’re essentially invisible. Maintaining a decent star rating is therefore essential for businesses to survive.
Four out of five customers changed their minds after reading a negative online review. (Source: Qualtrics)
Negative reviews should not be underestimated. Four out of five customers can be swayed away by a single negative review, potentially reversing their purchase decisions. Businesses must take these reviews seriously.
6% of customers do not trust customer reviews. (Source: Web Tribunal)
A small but notable 6% of consumers don’t trust customer reviews at all. While they’re the minority, businesses should consider other ways to build trust with this skeptical segment.
53% of consumers expect businesses to respond to negative reviews within a week. (Source: Luisa Zhou)
This stat echoes our previous point about consumers wanting timely responses to negative reviews. It’s another reminder that quick engagement can mitigate the damage of a bad review.
98% of customers in 2022 used the Internet to know more about a company. (Source: BrightLocal)
The internet is the go-to resource for learning about a company for virtually everyone. If your business isn’t online and collecting reviews, you’re missing out on a massive audience.
78% of consumers trust reviews more than ads. (Source: Channel Signal)
In the current landscape, consumers are becoming increasingly skeptical when it comes to traditional advertising. They’re nearly 80% more likely to place their trust in authentic reviews from their peers as opposed to advertisements, highlighting the growing recognition of the credibility and influence that peer reviews hold in shaping consumer opinions and decision-making processes.
About 33% of customers would be willing to endorse a brand that offers a speedy yet inadequate response. (Source: Harvard Business Review)
About a third of consumers would still endorse a brand that responds quickly, even if inadequately. Speed matters, but it’s not a substitute for quality engagement.
82% of consumers research products online before going in-store. (Source: The Bazaar Voice)
The majority of consumers do their homework online before heading to a physical store. This shows the interconnectedness of online and offline shopping experiences.
48% of consumers say review responses improve their odds of purchasing. (Source: The Bazaar Voice)
Almost half of consumers are more likely to buy if they see businesses responding to reviews. This is a clear indicator that engagement doesn’t just look good – it actually drives sales.
Are Online Reviews Still Relevant?
With a decline in daily review readership and a growing skepticism around the authenticity of reviews, you might be wondering if they still hold the same sway.
But before you dismiss them as yesterday’s news, consider this: Even as daily engagement dips, a large chunk of consumers still rely on reviews for big-ticket purchases and local business recommendations.
Let’s take a good look at the online review trends and see how businesses can use them to their advantage.
The number of consumers who read online reviews “daily” declined from 34% in 2021 to 21% in 2022. (Source: BrightLocal)
The number of daily review readers has seen a significant drop from 34% to 21% within a year, indicating a shift in consumer behavior or perhaps a decline in trust. Businesses should keep tabs on this trend to adjust their review strategies accordingly.
8 in 10 shoppers look up product reviews using their smartphones while in-store. (Source: Search Engine Journal)
A whopping 80% of shoppers whip out their smartphones to check reviews even while in a physical store, blurring the line between online and in-store shopping. Retailers need to consider this mobile-first approach in their strategies.
85% of customers in 2018 actively searched for negative reviews when researching a product online. (Source: Search Engine Journal)
Back in 2018, 85% of consumers actively sought out negative reviews. Consumers are not just looking for validation but also for potential red flags. Businesses should be aware that their flaws are under scrutiny.
80% of people are more likely to read reviews as products become more expensive. (Source: Power Reviews)
As the price tag goes up, so does the importance of reviews. 80% of people are more likely to read reviews for pricier items. Reviews are a form of risk mitigation for consumers, so ensuring there is robust feedback available for expensive products is critical.
Image from Power Reviews
87% of consumers turned to Google to evaluate local businesses in 2022, marking an increase from 81% in 2021. (Source: BrightLocal)
Google’s influence in local business reviews is growing, up from 81% to 87% in just a year. This makes Google a critical platform for local businesses. If you’re not on Google, you’re missing out on a significant chunk of your potential market.
In 2021, 96% of customers specifically look for negative reviews. (Source: Search Engine Journal)
Almost all consumers specifically look for the bad news when checking out reviews. But don’t worry – consumers only use negative reviews as a critical part of their decision-making process. However, ignoring or deleting negative reviews could backfire and damage your online reputation.
49% of consumers trust online reviews as much as personal recommendations from family and friends. (Source: Search Engine Journal)
About half of consumers place online reviews on the same pedestal as recommendations from family and friends. This speaks volumes about the power and trustworthiness of online reviews. Businesses should treat them with the same level of importance.
Google’s share of all reviews stands at a dominant 73%. (Source: Review Trackers)
Google is the undisputed king of the review world, holding a 73% share of all reviews, cementing Google as a non-negotiable platform for businesses looking to build their online reputation. If you’re not there, you’re nowhere.
71% of consumers consider the timeliness of reviews, with most preferring reviews that are between a week and a month old. (Source: Power Reviews)
Most consumers prefer reviews that are between a week and a month old. Stale reviews don’t cut it. Businesses should aim for a steady flow of recent reviews to stay relevant and trustworthy.
The number of reviews a business has is critical to 60% of consumers when deciding whether to use its services. (Source: Search Engine Journal)
For 60% of consumers, the sheer volume of reviews is a deciding factor for using a business’s services. This means that a high number of reviews can be just as influential as the content within them. Businesses should aim for both quality and quantity.
84% of millennials feel that traditional advertising can be trusted. (Source: Performance Marketing World)
Eighty-four percent of millennials actually trust traditional advertising. While online reviews are crucial, old-school advertising methods still have a role to play. A balanced marketing strategy could be key.
Online reviews have an average length of 218 characters. (Source: Power Reviews)
The average online review is pretty concise, clocking in at 218 characters. This brevity suggests that consumers want to get their point across quickly. Businesses should encourage more such bite-sized reviews to increase participation and make it easier for customers to leave feedback.
19% of customers who were asked to leave a review by a company didn’t do so. (Source: BrightLocal)
Nearly one in five consumers won’t leave a review even when asked. So, a simple request might not be enough – businesses may need to offer incentives to boost review numbers.
88% of consumers are more likely to use a company if an owner responds to all positive or negative reviews. (Source: BrightLocal)
A vast majority of consumers are more likely to engage with a business that responds to all reviews, positive or negative. This means that active engagement is not just a good look but a business imperative.
In 2023, 77% of readers browse through local reviews “always” or “regularly.” (Source: Luisa Zhou)
Seventy-seven percent of readers are consistently checking out local reviews, indicating that they will continue to be a major factor in consumer decision-making. If you’re a local business owner, it’s essential to stay on top of reviews and ensure your business maintains a good reputation.
73% of consumers say they are more trusting of a local business if they have positive reviews. (Source: Luisa Zhou)
Nearly three-quarters of consumers trust a local business more if it has positive reviews. The importance of maintaining a strong, positive online reputation for local businesses cannot be overstated. Reviews are a key component in building trust and credibility with customers, so it’s important to take steps to ensure your business has a good reputation.
58% of shoppers are willing to pay higher prices for products that have good reviews. (Source: Luisa Zhou)
More than half of consumers are willing to shell out extra cash for products with good reviews, showing that positive reviews can actually add monetary value to a product or service.
If you’re looking to increase sales, make sure your business is generating positive reviews and monitoring customer feedback.
52% of users worldwide, aged 25 to 34 years old, post online reviews “to inform others about their customer experience.” (Source: Luisa Zhou)
The 25-34 age group primarily posts reviews to inform others about their customer experience.
What does this mean?
To capitalize on this, you need to be providing the best customer service and experience possible in order for your customers to want to write good reviews about you. And if you don’t offer great customer service, it can have a negative effect on your business and its reputation.
62% of users believe that online reviews were “very helpful.” (Source: Search Engine Journal)
A significant majority find online reviews to be very helpful in their decision-making process. So, it’s important to make sure that you are monitoring the reviews your business is getting and responding to any customer feedback.
94% of customers avoided a business because of a negative review. (Source: Review Trackers)
A staggering 94% of customers have steered clear of a business because of a bad review. While it can be hard to control negative reviews, it’s still important to acknowledge them and strive for a resolution.
51% of consumers believe they’re getting more value for money because of online ratings. (Source: gominga)
Over half of consumers believe that online ratings give them more bang for their buck. The perception of value is an important factor in consumer decision-making.
40% of consumers make a determination about a business after reading between one and three reviews. (Source: Vendasta)
Two out of five consumers make up their minds about a business after reading just one to three reviews. Every review counts, especially the ones that first appear on the page.
44% of consumers say a review is only relevant if it’s written within one month. (Source: Power Reviews)
Almost half of consumers think a review loses its relevance after a month, emphasizing the need for businesses to continually encourage and update their reviews.
How Bad Are Fake Online Reviews Today?
From counterfeit Amazon reviews to suspiciously glowing five-star ratings, the integrity of online reviews is under scrutiny like never before.
So, do customers still trust what they read? The answer is a complicated mix of yes, no and “it depends.”
In this section, we’ll dive into the online review stats that reveal the current state of consumer trust in online reviews.
In 2022, 54% of consumers believed they encountered counterfeit reviews on Amazon. (Source: BrightLocal)
Over half of consumers believe they’ve come across fake reviews on Amazon. The platform has been working to reduce the amount of fake reviews, but it is essential for businesses to be aware of this and take steps to ensure their reviews are legitimate.
Half of the consumers in 2022 felt they came across fake reviews on Google. (Source: BrightLocal)
Half of consumers also suspect that Google reviews could be fake. This is a red flag for businesses relying on Google for reputation management.
42% of consumers in 2022 suspected they had encountered fake reviews on Facebook. (Source: BrightLocal)
Facebook isn’t far behind, with 42% of consumers suspecting fake reviews. This could be another reason for the platform’s declining influence in local business reviews. Trust is clearly an issue here.
Fake reviews will make shoppers lose trust in a brand 97% of the time. (Source: The Bazaar Voice)
Almost all consumers will lose trust in a brand if they suspect fake reviews, showing just how damaging fake reviews can be to a business’s reputation. It’s not something to be taken lightly.
56% of customers wouldn’t buy a product if they suspect it has fake reviews. (Source: Power Reviews)
More than half of consumers will walk away from a purchase if they suspect fake reviews, directly impacting sales and showing that the stakes are high.
Verifying reviews and reporting fake ones ensure that only genuine feedback is shared and customers have accurate information to make a purchasing decision.
One in seven TripAdvisor reviews are suspected to be fake. (Source: CNN)
TripAdvisor also has its share of credibility issues, with one in seven reviews suspected to be fake, affecting the platform’s reputation and usefulness.
While you can still rely on the platform for reviews, it’s important to take them with a grain of salt and read carefully through the feedback. Genuine customers will often provide more detail in their reviews that can help you make an informed decision on your purchase or experience.
61% of Amazon reviews for electronics are fake. (Source: BrightLocal)
A staggering 61% of Amazon reviews for electronics are believed to be fake. This is a serious issue that could undermine the entire category on the platform. Consumers and businesses alike should approach these reviews with caution.
Fake product reviews have become the norm of the industry, according to 72% of consumers. (Source: Invesp)
Nearly three-quarters of consumers believe that fake reviews have become an industry standard, a damning indictment of the current state of online reviews. Platforms and businesses need to work together to restore trust.
84% of consumers can’t always spot fake reviews. (Source: Market Watch)
The majority of consumers admit they can’t always identify a fake review. This adds another layer of complexity to the issue. Businesses may need to take extra steps to prove the authenticity of their reviews.
95% of customers suspect censored or faked reviews when they don’t see negative feedback. (Source: Invesp)
Almost all consumers get suspicious if they don’t see any negative reviews, suggesting that having a mix of positive and negative reviews could actually enhance credibility. Businesses should think twice before removing negative feedback.
27% of consumers say they trust online reviews as much as professional reviews. (Source: BrightLocal)
Just over a quarter of consumers place online reviews on the same level as professional critiques, showing that while online reviews are influential, expert opinions still hold significant weight. Businesses should consider getting professional reviews as well.
82% of consumers claim they read a fake review in the last 12 months. (Source: Invesp)
A vast majority of consumers believe they’ve encountered a fake review in the past 12 months, further eroding trust in online reviews and harming customer experience overall. Platforms need to up their verification game.
30% of online reviews are fake and an average consumer can’t spot them. (Source: CBS Austin)
According to CBS Austin, almost a third of online reviews are fake and consumers can’t usually spot them. This is a concerning statistic that calls the entire review ecosystem into question. Businesses and platforms alike have a lot of work to do.
In 2021, 37% of consumers fear they’ve read fake Facebook reviews at least once. (Source: BrightLocal)
In 2021, over a third of consumers were concerned they had read fake reviews on Facebook at least once. This adds to the growing skepticism around the platform’s review reliability.
65% of consumers do not trust ratings on eCommerce websites. (Source: Invesp)
Almost two-thirds of consumers don’t trust ratings on eCommerce websites. This is a significant issue for online retailers who rely on these ratings for sales.
One way to combat this problem is to emphasize transparency, such as offering detailed product reviews that customers verify. This can help create the trustworthiness that many shoppers need in order to make an informed purchase decision.
In 2020, Google removed 55 million reviews that violated its policy, along with 3 million fake business review accounts. (Source: Near Media)
Google took down a whopping 55 million reviews and 3 million fake business review accounts in 2020 alone. While this shows action is being taken, the sheer volume is a concern.
Who knows how many fake reviews could have slipped through the cracks? What if they were giving false ratings to products?
That’s why we need more transparency when it comes to reviews.
47% of consumers find reviews suspicious if they only contain star ratings with minimal text. (Source: BrightLocal)
Almost half of consumers find reviews with only star ratings and minimal text to be suspicious. This suggests that detailed reviews are more likely to be trusted. Businesses should encourage customers to leave comprehensive feedback.
Fake reviews are a growing problem, according to ⅔ of customers. (Source: Agility PR)
According to two-thirds of customers, fake reviews are a growing issue. If the problem gets worse, online reviews may no longer be a reliable form of customer feedback. Businesses should take steps to ensure that the reviews left on their pages are authentic and trustworthy.
Overly positive reviews make 40% of consumers skeptical about their authenticity. (Source: BrightLocal)
Forty percent of consumers become skeptical when they see overly positive reviews. This suggests that a balanced mix of reviews is more credible. So don’t aim for only 5-star reviews – aim to have a realistic mix of feedback.
Encourage customers to be honest and provide detailed comments so that other potential buyers can get an accurate picture of the product or service being reviewed.
52% of Amazon buyers in 2021 believe they’ve seen fake reviews on the platform. (Source: BrightLocal)
In 2021, over half of Amazon buyers believed they had seen fake reviews. This adds to the growing concern about the platform’s review integrity, harming trust in the platform and its products.
36% of consumers suspect a fake review because of bad grammar and misspellings. (Source: The Bazaar Voice)
Over a third of consumers suspect a review is fake if it has bad grammar or misspellings. This means that the quality of writing in reviews can impact their credibility.
What kind of reviews are you getting? If there are a lot of errors, it may be time to review the reviews. It won’t hurt to remind customers to double-check their writing before submitting, too.
30% of consumers suspect that reviews are fake if they only see positive reviews. (Source: Invesp)
If consumers only see positive reviews, 30% will suspect they’re fake. This highlights the importance of having a range of reviews. Businesses should not shy away from displaying negative feedback.
62% of customers experienced a significant gap in expectations based on online reviews and the actual experience when they received the product. (Source: Invesp)
A significant majority of customers have found that the actual product experience did not match the online reviews. This gap can lead to disappointment and erode trust. Businesses need to ensure their reviews accurately reflect the product or service.
Can I Trust Yelp for Online Reviews?
Whether it’s to find the best sushi spot in town or to vent about a mechanic who did us dirty, we’ve all turned to Yelp at some point. But with a declining user base and a sea of new reviews pouring in every minute, how much can we really trust what we read on Yelp? Is it still the go-to platform for reliable, local business reviews, or has it lost its edge?
In this section, we’ll sift through the stats to gauge the current state of Yelp reviews.
Yelp’s user base for evaluating local businesses declined from 53% in 2021 to 48% in 2022. (Source: BrightLocal)
Yelp’s user base for evaluating local businesses has dipped from 53% to 48% in just a year, indicating a shift in consumer trust or preferences. Businesses should keep an eye on this trend when considering where to focus their review efforts.
Yelp accounts for 6% of reviews on the Internet. (Source: Luisa Zhou)
Yelp accounts for a relatively small 6% of all online reviews. Sure, Yelp isn’t the biggest player in online reviews, but it’s still an important one.
For locally-owned businesses, Yelp’s user base may be the most critical group of reviewers, so it’s worthwhile to secure Yelp reviews.
29% of consumers would go to Yelp for reviews on a food and drink business. (Source: BrightLocal)
Almost a third of consumers turn to Yelp specifically for reviews on food and drink businesses. This makes Yelp a go-to platform for restaurants, bars and cafes. If you’re in the food industry, Yelp is definitely a vital platform to prioritize when it comes to reviews.
Over 244 million reviews were posted on Yelp. (Source: Yelp)
With over 244 million reviews, Yelp is clearly a major platform for consumer feedback. The sheer number of reviews is a testament to the impact it has on businesses. It’s essential to pay attention to what customers are saying about you on Yelp. These reviews could be seen by people that matter most to your business
Yelp is the third most-used review site in the last 12 months. (Source: BrightLocal)
Yelp is the third most-used review site in the past year. This shows that while it may not be the top dog, it’s still a major player. Businesses should consider Yelp as part of a balanced review strategy.
Twenty-six thousand three hundred eighty new reviews are created on Yelp every minute. (Source: Invesp)
An astonishing 26,380 new reviews are posted on Yelp every minute. This rapid pace shows that Yelp remains a dynamic platform for real-time feedback. Having a high level of activity on your Yelp listing indicates that customers are engaged with your business.
45% of consumers check businesses on Yelp before going in-store. (Source: Review Trackers)
Almost half of consumers consult Yelp before heading to a physical store. This behavior shows the platform’s influence on offline shopping as well. Retailers should ensure their Yelp profiles are up-to-date and engaging.
57% of users reach out to a business they found on Yelp in one day. (Source: Yelp)
More than half of Yelp users reach out to a business they discover on the platform within a day, indicating that Yelp not only influences consumer opinion but also drives immediate action.
Nine out of 10 people prefer written reviews on Yelp over just a no-word star rating. (Source: Yelp)
Nine out of 10 Yelp users prefer written reviews over just star ratings. If your business only has star ratings, consider asking customers to write longer reviews and provide more detailed feedback on their experience. This will help potential customers get a better sense of what they can expect from you before they make a purchase.
59% found Yelp reviews with 16 to 50 words most helpful and are likely to trust them more. (Source: Yelp)
Reviews containing 16 to 50 words are found to be most helpful and trustworthy by 59% of Yelp users. Like our earlier statistic, this brevity combined with substance strikes the right chord on this platform.
Where Should I Get My Online Reviews From?
While there exists stiff competition among vendors, the same is true for online review platforms, such as Yelp, Google, Facebook and Amazon.
When it comes to evaluating products and brands, where do consumers go to find reviews that help them make informed buying decisions? This section gives us a clearer picture of how users interact with the world’s most prominent review sites.
More users are reading Google reviews directly from Search results, rising to 65% in 2020 alone. (Source: Review Trackers)
The number of users reading Google reviews directly from search results shot up to 65% in 2020, highlighting Google’s dominant influence in the review space. If you want to get the most out of your online reviews, then focusing on bringing reviews on Google is a great way to start.
Over four-fifths (81%) of consumers are likely to check Google Reviews before visiting a business. (Source: Luisa Zhou)
A significant 81% of consumers are likely to check Google Reviews before stepping foot in a business. Google is a significant touchpoint in a customer journey, thanks to their reviews, so it’s essential to make sure your reviews are up-to-date and accurate.
95% of shoppers frequent Amazon to read reviews. (Source: Power Reviews)
A whopping 95% of shoppers head to Amazon to read reviews. So, aside from Google, it is vital to make sure your product reviews are up-to-date on Amazon. This is especially true for eCommerce companies that rely on Amazon for sales.
The use of Facebook for evaluating local companies has been on a downward trend, dropping from 54% in 2020 to 46% in 2022. (Source: BrightLocal)
Facebook’s influence in local business reviews is waning, dropping from 54% to 46% in two years. This could be due to a variety of factors, including declining trust. While Facebook is still a good place for online reviews, it’s a good strategy to diversify your review platforms. This could include Google, Yelp and other independent review sites.
87% of users trust Google the most for online reviews. (Source: BrightLocal)
A dominant 87% of users trust Google the most for online reviews. This further cements Google’s role as the go-to platform for trustworthy reviews.
Google has been clamping down on fake reviews, and this is further building trust. It’s also important to remember that Google displays reviews prominently in local search results, so having a strong reputation there can help boost your visibility.
55% of consumers prefer using transparent review platforms, allowing anyone to write reviews freely. (Source: Trustpilot)
Over half of consumers prefer platforms that allow anyone to write reviews freely. Since transparency is key to building trust, it’s important for companies to make sure they are using transparent platforms.
Carefully assess which platform is best for your business. If you’re looking to maximize visibility and reach a wider audience, then Google could be the solution. Ultimately, it comes down to what works best for you and your customers.
70% of respondents in a survey “somewhat trust” reviews from a brand’s website. (Source: Bizrate Insights)
Seventy percent of survey respondents only “somewhat trust” reviews from a brand’s own website. People now think that third-party platforms may hold more accountability, staying away from bias or censored reviews.
Therefore, it’s important for businesses to take advantage of external and independent platforms like Google Business Profile. It can be a powerful tool to build trust with customers through honest and transparent reviews.
94% of businesses using reputation management software believe it’s giving some kind of ROI. (Source: Podium)
A significant 94% of businesses using reputation management software believe it offers some ROI.
Whether it’s through personalized responses to reviews, building relationships with customers or providing incentives for feedback, businesses should take advantage of any opportunity to strengthen their online presence.
Investing in reputation management software can be a key factor in driving business growth. It shows that you care about your customers’ opinions and put them first.
One in three people use Facebook to look for reviews and recommendations. (Source: Grade.us)
Despite its declining influence, one in three people still use Facebook for reviews and recommendations. So, even if your business is not actively engaging with customers on this platform, your presence should still be managed.
64% of consumers think it’s essential for healthcare providers to respond to patient reviews publicly. (Source: GlobeNewswire)
Sixty-four percent of consumers believe healthcare providers must respond to patient reviews publicly. This suggests that responsiveness is not just a retail issue but extends to healthcare as well. Medical practices should take note.
Get Stellar Online Reviews With Thrive
The reality is that consumers now look to online reviews to inform their decisions. So, you must present your brand on online review platforms and engage with customer feedback to ensure you get the best reviews possible.
Thrive’s digital marketing solutions allow you to be your best, even when you’re not in the room. Our online reputation management services include monitoring and responding to reviews and actively engaging customers, on your behalf, who have had positive experiences with your business.
Improve your reputation with Thrive today.
