- Nearly All Consumers Read Reviews
A significant majority of consumers consult online reviews before making a purchasing decision, using them to assess the trustworthiness and quality of a business. - Trust in Reviews Is Very High
Many customers trust online reviews almost as much as personal recommendations, making them a powerful influence on buying behaviour. - Positive Reviews Boost Credibility
When a business has positive feedback, it significantly increases the trust potential customers place in it — and thus can lead to more conversions. - Ratings Matter a Lot
A higher star-rating (for example, improving by just one star) can result in a noticeable increase in revenue, showing that good reviews translate directly into business growth. - Review Volume Influences Decision Making
Prospective customers often read multiple reviews (sometimes 10 or more) before making a decision, placing importance on the quantity of feedback, not just the average rating. - Many Users Use Multiple Platforms
Consumers often check 2 or more review platforms (e.g. Google, Facebook, Yelp) when researching a business, meaning a presence across platforms is beneficial. - Recent Reviews Are More Valuable
Reviews that are several months old are less trusted, so recent feedback matters more in influencing customers’ perceptions. - Speed of Response Matters
A substantial proportion of consumers expect businesses to reply to negative reviews within a week, and responsiveness can improve public perception of your brand. - Consumers Avoid Businesses with Low Ratings
Many people are unlikely to use a business unless it has a sufficiently high star rating — a few bad reviews or a low average score can deter customers. - Review Requests Work
A good percentage of customers will leave a review when directly prompted by a business, which shows the value of asking for reviews. - Fake Reviews Are a Concern
Authenticity is critical: a sizable minority of people say they won’t trust businesses if their reviews appear paid for, fake, or manipulated. - Review Trust is Cross‑Industry
The more reviews a business has, and the more positive they are, the more likely consumers from diverse industries are to trust that business. - Highly Rated Businesses Get More Attention
Businesses with higher review scores typically enjoy more engagement — including more clicks and more interest from new customers. - Review Platforms Vary by Use
Google is among the most commonly used platforms for both leaving and reading reviews, but others such as Facebook and Yelp also remain significant. - Consumers’ Review Reading Frequency
While many read online reviews regularly, the number who check reviews “every day” may be smaller than often assumed. - Incentivised Reviews Happen
Some businesses offer incentives (such as discounts) to customers in exchange for reviews — this is more common than some might expect. - Review Channels Are Expanding
Beyond traditional review platforms, people are increasingly using places like YouTube, Instagram, or even local news sites to research and review businesses. - Fake Review Detection Is Becoming More Important
With concerns about fake or misleading reviews, both consumers and platforms are paying more attention to review authenticity and integrity.
Implications for Businesses
- Prioritise collecting and responding to reviews.
- Encourage customers to leave feedback, especially soon after service or purchase.
- Maintain a strong presence across several review platforms.
- Be vigilant about fake or incentivised reviews — they can damage credibility.
- Use recent, positive reviews as a competitive advantage in marketing.
