A recent survey conducted by BrightLocal shows 88% of consumers read online reviews to determine the quality of a local business. The main objective of the survey was to understand the growing importance of online reviews in the purchasing decisions. The survey was conducted on 2104 consumers across USA (90%) and Canada (10%) in which the respondents were asked 13 questions. Here are the key findings of the study:
- As compared to 85% in 2013, 88% have read reviews this year to determine the quality of a local business. 39% said they read reviews on a regular basis while 12% said they do not read reviews at all. 9 out of 10 consumers read reviews for a local business. People have been reading more and more reviews over the last 4 years, indicating how essential it has become for local businesses to attract more reviews and manage their online reputation.
- 85% consumers said they read up to 10 reviews. 67% consumers said they read up to 6 reviews and 7% said they read more than 20 reviews. 85% consumers are satisfied after reading 10 online reviews compared to 92% in 2013. The number has increased for people who read more than 20 reviews. This shows buyers want to read more positive reviews before trusting any business or product. This also indicates SMBs and SEOs must have at least 10 reviews to satisfy the potential customers. These reviews should be latest and positive.
- 72% consumers said reading positive reviews make them trust a brand more. 10% said they don’t pay any attention to online reviews. 7 out of 10 consumers say positive reviews inspire them to trust a brand and 1 out of 10 consumers say they do not take any notice of reviews. This shows how important online reviews have become for any business and what role reputation management plays.
- 88% consumers say they trust online reviews as much as personal recommendations. 13% said they do not trust online reviews as much as personal recommendations. For 9 out of 10 consumers online reviews are as important as personal recommendations.
However, for 50% consumers this trust comes when there are multiple reviews to read, for the other half this trust comes if the reviews are authentic. The subject of fake reviews has gained a lot of media coverage in the past years and is also in the consciousness of the consumers. It is possible they will only lose their trust in online reviews as this problem becomes stronger. Click here to read the full report.88% Consumers Depend on Online Reviews to Determine the Quality of a Business, Says BrightLocalâ€™s Latest Survey!,