With the increasing importance of online reviews and how they can affect local search along with business, we decided to create a small reference. The following includes many of the more important statistics related to online reviews, along with local search, customer experience, and will be updated periodically.

Online Review Statistics

88% trust reviews as much as personal recommendations

Search Engine Land

72% of buyers will take action only after reading a positive review.

Bright Local

86% say buying decisions were influenced by negative online reviews

Marketing Land

54% of Americans who read online reviews indicate that they pay more attention to extremely negative reviews when trying to make decisions

Pew Research Center

87% say a business needs a rating of 3-5 stars before they will use them

ICMI

68% say positive opinions and reviews make them trust a local business more

Nielsen

94% of consumers would use a business with a four star rating

64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing.

Forbes

95% of consumers suspect censorship or faked reviews when they don’t see bad scores

The Guardian

90% of consumers read fewer than 10 reviews before forming an opinion about a business

Shopify

Every star a business receives increases business revenue by an average of 5% to 9%

Harvard Business School

Customers spend 31% more with a business that has “excellent” reviews.

Invesp

73% of consumers believe reviews older than 3 months are no longer relevant

Capterra

90% of consumers think reviews are more important than any information provided by a salesperson.

Influence Central

Four or more negative reviews can push 70% of your potential customers to your competitors.

Search Engine Land

‍Customer Experience

74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.

‍Google, Ogilvy and TNS

‍High satisfaction rates result in 2-12 times higher recommendation ratings.

Market Force‍

One happy customer can equal as many as 9 referrals‍

‍American Express

Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer.

Temkin Group‍

Local Search

56% of consumers select a business if it has positive ratings/reviews displayed in Google Local Pack

Bright Local

Local listings that had at least 3+ star reviews took 41 out of 47 clicks

Mediative

72% of consumers who searched for local info on a smartphone visited a store within 5 miles

WordStream

Try it free for 30 days.

NiceJob grows your business

Get more reviews
Create social buzz
Boost your rankings