online review statisticsIn a world where consumers rely more and more on the wisdom of others to guide their choices, reviews have become a critical factor in search visibility, consumer trust, and conversions.

Read on to learn some statistics about online reviews and better understand why they are so important to your business, regardless of your industry.

General Statistics on Online Reputation and Reviews

  • On average, a consumer will read 10 reviews before trusting a business (Statista)
  • 85% of consumers don’t think that older reviews are relevant (BrightLocal)
  • 89% of global consumers say that checking online reviews is a part of their buying journey (Trustpilot)
  • 40% of consumers say that reviews build product credibility (g2)
  • High ratings are good, but 68% of people don’t trust them unless there are a lot of other reviews to back them up (Luisa Zhou)
  • 68% of consumers don’t trust a 5-star rating unless there are other reviews (Podium)
  • 55% of customers say that if a business owner responds to their review, they would feel good about the business (BrightLocal)
  • But 22% say it’s not likely for them to choose a business that doesn’t respond to reviews online (BrightLocal)
  • 56% of consumers change their perspective of a business based on how they respond to a review (Trust Pulse)
  • 56% of customers say that a company’s response to a review has shifted their perspective on how “responsive, responsible, and caring” a business is (Podium)

Statistics on Reviews and Shopping Behavior

  • As of 2021, more than 99.9% of consumers say they read reviews when shopping online at least sometimes (Power Reviews)
  • 98% of consumers feel that reviews are an essential resource when making purchasing decisions (Power Reviews)
  • 79% of consumers look for websites with product reviews (Power Reviews)
  • Authenticity, transparency, and peer reviews are becoming more influential than traditional ads, as 84% of millennials don’t trust traditional advertising (Trust Pulse)
  • While in-store, 8 to 10 shoppers use their phones to look up product reviews (SEJ)
  • 52% of shoppers will specifically seek out one-star reviews amongst normal shoppers, and can be even higher among millennials (Power Reviews)

Statistics on Reviews and Conversions

  • Displaying online reviews increases conversion by 270% (Spiegel Research Center)
  • A higher-priced product with reviews experiences 190% higher conversion rates than lower-priced products (Spiegel Research Center)
  • Reviews impact purchase decisions more than price, free shipping, brand, and recommendations from family and friends (Power Reviews)

Statistics on Negative Reviews

  • On average, one negative review can cost a business up to 30 customers (Exploding Topics)
  • 75% of businesses don’t respond to negative reviews (Exploding Topics)
  • One negative review requires around 40 positive reviews to make up for it (Luisa Zhou)
  • 53% of customers want a fast response to negative reviews (Exploding Topics)
  • Around 86% of users will reconsider buying from a company with negative reviews (Exploding Topics)

Statistics on Local Online Reviews & Reputation

  • 81% of consumers use Google to evaluate local businesses (Exploding Topics)
  • 94% of people said that reviews have made them avoid a business (Luisa Zhou)
  • 87% say they have or are willing to write a review of a business (Site Jabber)
  • 7 in 10 consumers use rating filters when searching for businesses (Trust Pulse)
  • Customers consider businesses with a rating of 3.3 out of 5 stars as the minimum acceptable rating (Trust Pulse)

Statistics on Third Party Ratings

  • More than half of consumers use Yelp reviews (Exploding Topics)
  • Yelp receives 26,830 new reviews every minute on average (Exploding Topics)
  • So where do people read reviews? The most popular places that people seek out reviews include Amazon (95%), retailer websites (93%), brand websites (68%), and search engines (65%) (Power Reviews)

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