Every year since 2010, Bright Local, an online search agency, conducts a large study on the role and relevance of online reviews. The most recent Online Review Survey provides a few very meaningful insights into the role of online review for buying decisions. It shows a further increase in the role of such reviews for online shoppers and holds a few interesting insights into the increasing blur of online and offline environments.
The key learning for me though was the effect that “medium” ratings can already have – given the expectation of shoppers to find and eventually buy the best rated products (without much more information necessary).
Key ‘Takeaways’ From Online Review Survey Research
- 84% of people trust online reviews as much as a personal recommendation
- 7 out of 10 consumers will leave a review for a business if they’re asked to
- 90% of consumers read less than 10 reviews before forming an opinion about a business
- 54% of people will visit the website after reading positive reviews
- 73% of consumers think that reviews older than 3 months are no longer relevant
- 74% of consumers say that positive reviews make them trust a local business more
- 58% of consumers say that the star rating of a business is most important
Check out the complete study details here:
https://www.brightlocal.com/learn/local-consumer-review-survey/