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.
88% trust reviews as much as personal recommendations
72% of buyers will take action only after reading a positive review.
86% say buying decisions were influenced by negative online reviews
54% of Americans who read online reviews indicate that they pay more attention to extremely negative reviews when trying to make decisions
87% say a business needs a rating of 3-5 stars before they will use them
68% say positive opinions and reviews make them trust a local business more
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.
95% of consumers suspect censorship or faked reviews when they don’t see bad scores
90% of consumers read fewer than 10 reviews before forming an opinion about a business
Every star a business receives increases business revenue by an average of 5% to 9%
Customers spend 31% more with a business that has “excellent” reviews.
73% of consumers believe reviews older than 3 months are no longer relevant
90% of consumers think reviews are more important than any information provided by a salesperson.
Four or more negative reviews can push 70% of your potential customers to your competitors.
74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.
High satisfaction rates result in 2-12 times higher recommendation ratings.
One happy customer can equal as many as 9 referrals
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.
56% of consumers select a business if it has positive ratings/reviews displayed in Google Local Pack
Local listings that had at least 3+ star reviews took 41 out of 47 clicks
72% of consumers who searched for local info on a smartphone visited a store within 5 miles