In today’s digital age, online reviews have become a crucial aspect of the consumer decision-making process. With the rise of e-commerce and the abundance of online platforms, customers now have unlimited access to information and opinions about products and services.

As a result, the impact of online reviews on a business’s reputation and success cannot be abstain from. In fact, according to a recent survey, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as personal recommendations.

These statistics demonstrate the tremendous power of online reviews and the need for marketers to pay close attention to them.

In this article, we will delve into the world of online reviews and present 18 eye-opening statistics that every marketer should know.

From the influence of star ratings to the importance of responding to reviews, these statistics will provide valuable insights and strategies for leveraging the power of online reviews to drive business success. So, if you’re looking to improve your marketing efforts and gain a competitive edge, keep reading to discover the impact and potential of online reviews in today’s digital landscape.

The Significance of Online Reviews

In the current digital era, the significance of online reviews cannot be miss when it comes to conducting business. Those with a profound understanding of marketing strategy comprehend that an online reputation holds immense importance.

Irrespective of whether you are the proprietor of a quaint family-owned eatery, a computer software enterprise, or a chain of coffee establishments, potential customers are bound to search for you on the internet. Consequently, one of the initial actions they will take is to seek out online reviews pertaining to your business.

It is evident that positive reviews aid in establishing a reliable brand, ultimately increasing the likelihood of customers making purchases. Nevertheless, your approach in addressing negative reviews also plays a pivotal role in shaping the perception of your business.

Why Online Reviews Are So Powerful

Online platforms like Yelp, Google Business Profile, TripAdvisor, and others have revolutionized the way consumers interact with businesses. They provide a valuable platform for consumers to gather information and make informed decisions before engaging with a particular business.

However, for business owners, these platforms can be a double-edged sword. Despite their best efforts, businesses are often at the mercy of negative online reviews that have the potential to overshadow all the positive feedback they receive.

In today’s digital age, online reviews have become an integral part of the business landscape, especially for those operating in the online realm. They cannot be disregard or avoided.

Interestingly, online reviews hold a significant amount of power, particularly for millennials. These reviews empower consumers to make well-thought-out purchase decisions, allowing them to gauge the value and quality of a product or service.

Millennials, in particular, find this information especially useful when deciding whether or not a $15 avocado toast at a restaurant is worth their hard-earned money.

If you’re still hesitant about the importance of online reviews, consider the following statistics that shed light on their impact.

1. Positive & Negative Reviews Influence Consumers

Based on a recent study conducted by PowerReviews in 2021, an overwhelming majority of customers, exceeding 99.9%, actively engage in reading reviews while making online purchases. This signifies the growing significance of customer feedback in influencing purchasing decisions.

Interestingly, the study also revealed a significant shift in consumer behavior compared to 2018. Currently, an impressive 96% of customers actively seek out negative reviews, a considerable increase from the previous 85%. This change suggests that consumers are keen on understanding a company’s weaknesses and potential areas for improvement. These discerning customers find comfort in knowing that any drawbacks identified are relatively insignificant, offering them a sense of reassurance.

It is noteworthy to mention that an excessively positive rating, bordering on perfection, can actually raise consumer skepticism. When reviews appear overly positive, consumers tend to question the credibility and authenticity of such high praise. Therefore, a balanced mix of positive and constructive feedback is essential for engendering trust and reliability among potential buyers.

2. Reviews hold the trust of consumers akin to recommendations received from cherished individuals.

According to a local consumer survey conducted by BrightLocal, it is revealed that nearly half, or 49%, of consumers place equal trust in reviews as they do in personal recommendations given by their friends and family members.

It is intriguing to consider the extent of trust we place in our loved ones, and equally compelling to think that nearly half of people trust online reviews to a similar degree. However, research uncovers situations in which consumers may become suspicious of the authenticity of these reviews. Therefore, it is important to remain cautious.

There are several circumstances that can raise doubts about the legitimacy of a review:

  • Excessive praise: When a review goes overboard in its commendation, it can trigger skepticism among readers (45%).
  • Repetitive content: If multiple reviews share strikingly similar content, it can lead consumers to question their authenticity (40%).
  • Anonymous or common pseudonyms: When reviewers choose to remain anonymous or use generic pseudonyms, it can cast doubt on the credibility of their feedback (38%).
  • Excessive negativity: Reviews that excessively criticize a product or service can be observe with suspicion (36%).
  • Few positive reviews amidst many negative ones: When a product or service receives primarily negative feedback, readers may doubt the authenticity of the few positive reviews it does receive (32%).
  • Limited content and star rating only: Reviews that consist of minimal text and solely rely on star ratings may be regarded with skepticism (31%).

It is crucial to consider these factors in order to make well-informed decisions based on online reviews.

3. Having a higher number of reviews greatly contributes to building a strong and favorable reputation.

According to a study conducted by BrightLocal, a significant percentage of consumers, specifically 60%, consider the quantity of reviews a business possesses as a crucial factor in their decision-making process when evaluating the worthiness of its services.

Although this percentage has experienced a decline since the year 2020, it remains a remarkably high figure, particularly when comparing it to the statistics of 2019, 2018, and 2017.

4. Most Consumers Don’t Trust Advertising

The increasing reliance on online reviews by consumers indicates a growing level of trust in this digital platform. Conversely, traditional advertising is not experiencing a similar rise in consumer confidence.

Statistics from Performance Marketing World reveal that a staggering 84% of millennials exhibit skepticism towards conventional advertising methods. This significant finding serves as a reflection of the current era we live in. Individuals are becoming increasingly fatigued by the incessant bombardment of advertisements, particularly those that misrepresent the true quality of products and services offered by brands.

5. Consumers Extensively Utilize their Mobile Devices to Evaluate Product Reviews

According to a recent report by OuterBox, the majority of shoppers, approximately 80%, utilize their smartphones to access product reviews while inside physical stores. This practice allows them to make an informed decision before purchasing an item, as they seek insights from other customers’ experiences.

Additionally, some shoppers engage in price comparison to determine if they can find the product at a more affordable price elsewhere. This data highlights the growing integration between online and offline shopping environments.

It is crucial for businesses to establish a strong online review presence, as the absence of positive reviews can potentially hinder in-store sales.

6. Twitter reviews contributes to the significant growth of social commerce.

Yotpo’s recent findings indicate that incorporating reviews on social media platforms greatly enhances social commerce, particularly on Twitter. This correlation is effectively exhibit in the accompanying chart:

Social media platforms are often associated with building brand awareness, but they can also be highly effective for driving sales. A recent survey by Shopify provides valuable insights into the average conversion rates for different social media websites. According to the survey, LinkedIn has an average conversion rate of 0.47%, Twitter has a rate of 0.77%, and Facebook leads with a rate of 1.85%.

In addition, Yotpo Data discovered that sharing reviews on social platforms can significantly boost conversion rates. Specifically, LinkedIn experiences a conversion rate 5.3 times higher when reviews are shared, Twitter sees a rate 8.4 times higher, and Facebook skyrockets with a rate 40 times higher.

These statistics clearly demonstrate the immense power of reviews as a form of social proof, resulting in higher conversion levels across LinkedIn, Twitter, and Facebook. It is crucial for businesses in the eCommerce world to recognize and harness the force of Twitter, as it is often underestimated.

7. The Significance of Reviews in the Job Market for Potential Employees

New findings from Glassdoor’s research showcase a surprising truth: it is not just consumers who prioritize reviews; employees and job seekers are equally invested. In fact, a staggering 86% of individuals engage in thorough research, meticulously examining reviews and ratings of businesses, as they seek to make informed decisions about their job applications.

In light of increasing competition for skilled professionals in specific sectors, organizations are compelled to prioritize their employer brand in order to successfully allure and secure the most qualified individuals.

8. 3.3 Stars Is The Minimum Rating Customers Accept

When making a decision about whether to interact with a business, research suggests that customers tend to consider businesses with a rating of at least 3.3 stars out of 5. Falling below this rating can result in your business being overlooked and losing potential customers to your competitors.

It is worth noting that a mere 13% of consumers are willing to consider engaging with a company that has a rating of 2 stars or lower. This highlights the significant impact a low rating can have on consumer trust and willingness to patronize your business.

9. Sustainability Emerges as a Prevalent Motif within Travel Evaluations.

According to the recently published Travel Recovery Trend Report by, it has been highlighted that the predominant focus of online guest reviews revolves around the subjects of environment and sustainability. The report identifies specific terms that are frequently mentioned by guests in their reviews, including renewable energy, LED light bulbs, electric car charging, single-use plastics, and recycling.

This data suggests that there is a growing emphasis on eco-friendly practices within the travel industry. Expedia further asserts that the younger generations, specifically millennials and Gen-Z travelers, exhibit a heightened interest in considering environmentally conscious travel options.

10. 18 – 34 Year Olds Trust Online Reviews as Much as Personal Recommendations

According to recent research, a staggering 91% of individuals aged 18 to 34 place the same level of trust in online reviews as they do in personal recommendations. This notion warrants a moment of reflection as we contemplate the extent to which online comments have gained our confidence, parallel to the feedback we receive from cherished acquaintances.

This finding serves as a testament to the immense value that millennials and Gen Z place on the credibility and influence of online reviews.

11. Making Subtle Adjustments to Email Subject Lines Can Result in Increased Review Rates

The process of collecting reviews from customers often involves sending follow-up emails after a purchase. Yotpo, a research company, conducted a study analyzing the subject lines of 3.5 million of these review request emails.

Their aim was to determine effective strategies for encouraging customers to provide reviews. While the study offers more detailed insights, here are some key findings regarding subject line tweaks that can lead to an increased review response rate:

  • Emotional appeals have a limited impact on review rates.
  • Including your store name in the subject line can help generate more reviews.
  • Offering incentives tends to inspire customers to leave more reviews, regardless of the industry.
  • Asking a question in the subject line can be an effective way to prompt customers to provide feedback.
  • Interestingly, the use of exclamation points has been found to boost reviews specifically for food and tobacco businesses!
  • It is advisable to avoid using entirely uppercase words in subject lines.

These findings highlight useful strategies for businesses seeking to improve their review collection efforts. By implementing these subject line tweaks, companies can enhance their chances of receiving valuable feedback from customers.

12. Utilization of Reputation Management Software Yields Significant Returns on Investment.

According to a recent report published by Podium, an intriguing finding suggests that a significant majority of local businesses, precisely 94%, are able to recoup the expenses incurred in utilizing reputation management tools through the return on investment (ROI) they generate.

Considering the substantial influence that online presence wields over a company’s financial performance, it comes as no surprise that businesses are increasingly prioritizing their online reputation like never before.

To accomplish this, organizations are now allocating more resources towards the enhancement of their reputation. A prevalent strategy involves investing in innovative reputation management software, enabling them to gain valuable insights and a comprehensive understanding of their online reviews and overall business perception.

13. Product’s Credibility is Enhanced when it has Amassed over 100 Reviews.

According to recently shared data by Power Reviews, they have unveiled intriguing findings concerning the preferences of shoppers when it comes to the quantity of product reviews. Surprisingly, a significant 43% of consumers have expressed their desire to observe a substantial number of over 100 reviews for a particular item.

To grasp a comprehensive understanding of consumer expectations regarding review volume, refer to the informative table provided below.

According to consumer feedback, a substantial number of reviews can greatly influence their inclination to make a purchase.

In a recent survey, it was found that 64% of respondents expressed a higher likelihood of buying a product with over 1,000 reviews, as opposed to those with merely 100 reviews.

Moreover, a significant 54% indicated an increased likelihood of purchasing an item if it boasted 10,000 or more reviews, in comparison to one with only 1,000 reviews. Therefore, it can be concluded that a greater quantity of reviews is consistently perceived as more advantageous.

14. Limited Number of Individuals Willingly Share Their Unrequested Experiences with Hotels on the Internet.

According to a study conducted by BrightLocal, it has been found that a significant 78% of travelers do not voluntarily share their hotel experiences through online reviews. This highlights the importance of actively encouraging customers to provide feedback rather than solely relying on their willingness to do so.

When it comes to soliciting reviews, customers have reported being approached in various ways. The most common methods include email campaigns or email requests accounting for 41% of responses, in-person requests during the sales process or face-to-face interactions making up 35%, and the same percentage when customers receive an invoice or receipt.

Additionally, 27% of customers refer to being interrogate to leave a review through SMS text messages.

While seeking online customer reviews, it is crucial to be mindful of the approach used. Avoid appearing pushy or overly insistent as this may dissuade customers from leaving feedback. Conversely, it is essential to create an environment where customers feel motivated and compelled to share their thoughts.

One effective strategy to encourage customers to leave reviews is by offering incentives. Providing a special discount or the opportunity to enter a competition can serve as a compelling reason for customers to take the time to post a comment about their hotel experience.

15. The credibility of Facebook reviews is facing growing skepticism among consumers.

Online shoppers heavily depend on reviews when making buying choices, however, they also harbor doubts about the authenticity of these reviews. Astonishingly, a staggering 93% of individuals with Facebook accounts express suspicion towards fake reviews found on this particular social media platform.

The data presented in the table clearly indicates that a mere 7% of users do not harbor any suspicions regarding the credibility of Facebook reviews. It is noteworthy that users exhibit a similar lack of trust towards reviews on platforms such as Google, Yelp, and Amazon.

16. A Significant majority of Consumers Tend to Employ Rating Filters in their Decision-Making Process.

It is interesting to note that a significant majority of consumers, specifically 7 out of 10, employ rating filters while searching for companies. Among the various rating options available, the most commonly utilized is the ability to refine a search based on specific ratings.

For instance, individuals often choose to exclusively view hotels with ratings of four stars or higher.

This practice allows customers to streamline their search and solely focus on products, locations, and services that meet their personal standards. It is crucial to avoid wasting valuable time on options that do not align with one’s preferences.

17. It is Expected by Customers that you Provide a Prompt Response to Negative Reviews within a Span of 7 Days.

It is crucial for businesses to understand that when customers express their dissatisfaction through negative reviews, they anticipate a prompt response. In fact, not only do they expect a timely reply, but they also do not wish to endure any unnecessary delays.

According to recent findings by Review Trackers, a significant 53% of customers have the expectation that companies will address their negative feedback within a week. Furthermore, it is worth noting that one out of every three consumers has an even shorter timeframe in mind, expecting a response within three days or less.

In light of these statistics, it becomes evident that businesses must actively manage and prioritize their review monitoring efforts. It is imperative to stay on top of the reviews received and adopt a suitable approach while addressing them.

18. A Review can Significantly Impact Customers’ Perception of your Business.

According to the recent release of Podium’s 2021 State of Reviews report, a significant 56% of consumers have reported altering their perception of a business based on its response to customer reviews. This finding highlights a valuable opportunity for businesses to transform negative feedback into a positive outcome.

When faced with a negative review, it is natural to experience a sense of distress. However, this data suggests that by responding to such reviews with empathy and a genuine desire to understand the customer’s concerns, businesses can demonstrate their commitment to customer satisfaction.

This approach has the potential to not only address the immediate issue but also cultivate customer loyalty.

Even in instances where the dissatisfied customer does not engage in further communication, the mere act of acknowledging and attempting to resolve their grievances can have a positive impact on the perception of the business by others who read the review. This underscores the importance of actively engaging with customers and showcasing a proactive approach to addressing their concerns.

The Bottom Line On The Impact of Online Reviews

The significance of online reviews cannot be overdo, as indicated by these statistics. They have become an integral part of consumer trust and serve as an undeniable social proof.

Instead of fearing online reviews, it is beneficial to perceive them as a valuable tool for establishing direct communication with your customers.

If you have not yet embarked on managing your online reputation, now is an opportune moment to commence by following these steps:

  • Educate your customers about the significance of leaving reviews, emphasizing that their feedback will contribute to enhancing your business, which ultimately benefits them.
  • Take control of your brand across all review platforms. Responsively address feedback and ensure that any complaints are handled promptly and efficiently.
  • Secure your Google Business Profile to guarantee that the information about your business on Google is accurate and up-to-date.
  • Actively seek and encourage your customers to share their experiences by leaving reviews of your products or services.

In Conclusion

These statistics show the undeniable power and influence of online reviews in today’s digital landscape. As marketers, it is crucial to understand and utilize the impact of online reviews in our strategies.

From building trust with customers to increasing conversions, online reviews can greatly benefit businesses of all sizes. So, let’s harness the power of online reviews and use them to our advantage in order to achieve success in the ever-evolving world of marketing.

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