92% of Consumers Now Read Online Reviews for Local Businesses!

92% of Consumers Now Read Online Reviews for Local Businesses!
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Key 'Takeaways' From Survey:
  • 92% of consumers now read online reviews (vs. 88% in 2014)
  • 40% of consumers form an opinion by reading just 1-3 reviews
  • Only 13% of consumers consider using a business that has a 1 or 2 star rating
  • Star rating is #1 factor used by consumers to judge a business
  • Trust in reviews drops as consumers become concerned about fake reviews

We’ve just published the findings of the 2015 Local Consumer Review Survey.

This annual study on the habits, perception & use of local business reviews by consumers has been running since 2010, giving us half a decade of opinions, trends & analysis to compare & debate.

If you want to view the full results, you can find them here (along with links to all previous years’ surveys)


Key Findings of 2015 Survey?

  • 92% of consumers now read online reviews (vs. 88% in 2014)
  • 40% of consumers form an opinion by reading just 1-3 reviews (vs. 29% in 2014)
  • Star rating is #1 factor used by consumers to judge a business
  • Star rating is #1 factor used by consumers to judge a business
  • 68% say positive reviews make them trust a local business more (vs. 72% in 2014)

see full survey results

Whether you’re tracking your search rankings, cleaning up your citations, or monitoring online reviews, there are no better tools found on the web.

Charlie Heller Barnstable, MA

What’s new in 2015 Survey?

This year’s survey has evolved from 2014 with some variations on the questions we have asked. However the focus of this year’s survey is still on consumers in the North American market.

In total we asked 15 questions and received 2,354 entries. The questions were focused on 4 areas –

  • Consumption of online reviews
  • Trust & influence of online reviews
  • Reputation Traits of Local Businesses
  • Incentives to Recommend a Business

see full survey results

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5 thoughts on “92% of Consumers Now Read Online Reviews for Local Businesses!”

  1. I agree reviews can make or break a business. And the credibility of reviews has evolved to a point where they are becoming increasingly more difficult to falsify. I believe that SoTellUs reviews are going to be the next step in the evolution of reviews because they not only scrape the web for all reviews for your site, but also allow you to have your clients leave verified text or video reviews.

  2. The most shocking stat for me was: 40% of consumers form an opinion by reading just 1-3 reviews.

    I wonder what percentage of reviews online are fake… Amazon certainly has a problem with fake reviews. They even took to filing lawsuits against Fiverr sellers that sold fake reviews. It would be interesting to see if Google or any other service will do the same.

  3. These statistics don’t surprise me, I don’t know many people who don’t check the reviews before using a business and I certainly do every time. In my experience especially for businesses such as restaurants and plumbers where there are a lot of let’s say… less than legitimate people/establishments it’s even more important because a lot of people will have eaten at a bad restaurant or dealt with a dodgy plumber and they’ll be even more vigilant when searching for a service online. Getting the rankings is one thing, but having the right reviews can really make the difference in conversion rates.

  4. This is an awesome post! Reviews are huge and speaking for myself, I won’t eat at a restaurant that doesn’t have good reviews. I think it is important to also address negative reviews in a positive way by responding adequately to the person who left the poor review. Most of our happy clients are willing to share their experience by simply just asking. It’s not the quantity but the quality. This is a great post! Thanks for sharing.

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