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How Do Reviews Impact Consumer Behavior?

Reviews allow consumers to feel able to trust a business, they are a useful tool for influencing consumers’ decisions.  Companies with numerous negative reviews are limiting the potential for new customers without even knowing it.

Consumers & Online Reviews

  1. 94% of consumers are more likely to use a business that has positive reviews.

  2. 92% of consumers are less likely to use a business that has negative reviews.

  3. 79% of consumers trust online reviews as much as personal recommendations from friends or family.

Customers are more likely to leave a negative review, in fact a study of Coca-Cola customers conducted in the 1970s showed that people who had a negative experience were more likely to tell others about their experience.

Positive reviews have a big impact on consumer behavior.  Reviews with a high star rating or a positive testimonial has a significant impact on consumers’ decision to use a business.

A Google My Business Listing for the average business is viewed around 1,260 times per month, which means having fewer negative reviews and more positive reviews will make a difference.

Consumer Behavior

The top four actions consumers take after viewing positive reviews for a local business on Google are:

  1. Visit the business’ website.

  2. Search for more reviews to validate their choice.

  3. Visit the business’ location.

  4. Contact the business.

Only 12% of consumers search for other businesses.

Industry Related Importance

  1. 93% of consumers look at restaurant reviews.

  2. 84% of consumers look at insurance service reviews.

  3. 82% of consumers look at plumbing and HVAC service reviews.

  4. 81% of consumers look at attorneys/legal service reviews.

  5. 80% of consumers look at construction/roofing service reviews.

  6. 78% of consumers look at real estate agent service reviews.

What Consumers Care About

  1. 12% of consumers will not use a business with fewer than a 5-star rating.

  2. 84% of consumers care most about the star rating.

  3. 86% of consumers only pay attention to reviews written in the last 3 months.

  4. 50% of consumers only pay attention to reviews written in the last 2 weeks.

  5. 72% of consumers say it is crucial for a business to be on multiple review sites.

Power of Positivity

The importance of online reviews has increased with the impact of COVID-19.  Many customers are looking online for reviews that provide information on the safety of visiting a business or the safety measures staff takes.

Regardless of safety and COVID information, consumers are looking online for information in helping them choose businesses and require a high star rating, numerous reviews, and presence on multiple review sites.

Online reviews provide a great opportunity to attract new customer and improve local rankings.

SOURCE:  BrightLocal

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