61 Statistics That Prove Reviews Influence Consumers


Online reviews play an integral role in brand perception, rankings, and overall marketing success. If you’ve Googled yourself or your company lately, you may have been surprised to find negative results about yourself. This isn’t a detail to be taken lightly, as our world (and especially our reputation!) is defined by our digital footprints.

While this list of online review statistics is by no means comprehensive, it may provide some insight into the power of online reviews.

Online Review Purchase Impact

  1. More often than not, people select products based on the number of reviews they have rather than the average rating of that review. Therefore, quantity over quality is key in seeking out new reviews. Psychological Science (2017)
  2. 36% of consumers state that the most important factors to consider when making a purchasing decision are reviews on third-party sites, local search engine rankings, and Google reviews. Review Trackers
  3. Over 40% of adult Americans have discussed companies, local and not, on social media. Search Engine Journal (2017)
  4. Of all consumers who responded to surveys, 67% were influenced in some way by online reviews. Moz (2015)
  5. Customers who read reviews on a mobile device are one 127 times more likely to make a purchase decision on that product than those who read via a desktop. Vendasta (2019)
  6. Reviews of more than fifty per product can result in a 4.6 increase in conversation rates for that product. Vendasta (2019)
  7. The relationship between review rankings and product quality is weak, but the correlation is stronger for products with a large number of reviews. The takeaway? Just because you have a good product doesn’t mean you will have a high number of reviews. Colorado.edu (2016)
  8. 64% of consumers read online reviews when trying to research a potential technology purchase. Vendasta (2019)
  9. Consumers have widely varying expectations depending on the industry – consumers are more likely to leave positive insurance reviews,  whereas they are less likely to leave positive reviews in areas like education and housing. Review Trackers
  10. Since 2010, the average review length has shrunk by 400 characters. Review Trackers
  11. Only about 10% of Americans consistently leave reviews on products and services. Pew Research Center (2016)
  12. User-generated content and reviews influence consumer decisions more than any other factor, including product quality and search engine results. TurnTo (2017)
  13. 88% of shoppers trust online reviews as much as they trust personal recommendations from friends, family members, or colleagues. Bright Local (2014)
  14. The age of the review is more relevant than practically any other factor. 44% of consumers won’t consider a review as reputable if it was written over a month ago. This varies depending on the industry and the specific product but underscores the importance of constantly seeking out fresh reviews. Bright Local (2015)
  15. Interestingly, the number of stars your business has matters, but a five-star ranking is not necessary to attract a majority of consumers. While 94% of consumers will consider a business with a four-star rating, less than 60% will consider one with only three stars. Bright Local (2015)
  16. The age of the consumer also matters when it comes to marketing success. The 18-29 age demographic “always” or “almost always” checks reviews – about 53% of the time. Even an older audience is critical, with only 34% of adults over the age of 50 failing to check reviews on a consistent basis. Pew Research Center (2016)
  17. Since 2010, reviews have become more positive, growing in good vibes by about 12%. Review Trackers
  18. Before choosing to frequent a business, over 90% of all consumers read online reviews. Bright Local (2018)
  19. Online reviews impact nearly 70% of all purchasing decisions. Moz (2015)
  20. 92% of consumers consider online reviews when they are researching products for an online purchase. Search Engine Journal (2017)
  21. Online reviews are more important for potential apartment rentals than referrals. Kingsley (2014)
  22. Almost 70% of shoppers say that over 50% of their searches lead to their frequenting of a local business. Think With Google (2014)
  23. Regardless of the industry, online reviews are important. Auto repair companies see the most substantial impact from online reviews, with primary care physicians and auto dealers following as close seconds. Review Trackers
  24. 97% of all consumers will read online reviews before making a buying decision, with 54% of them using the Internet each month to research local businesses. Review Trackers
  25. 40% of consumers read online reviews and form an opinion after reading just one to three. Vendasta (2019)

Online Reviews and SEO

  1. Online reviews, especially keywords used within those online reviews, influences local search engine rankings more than anything else. Local SEO Guide (2017)
  2. 30,000 businesses discovered that, upon adding user reviews to their sites, the companies saw a lift in search engine traffic from 5,500 to 8,000 visits on average. There is a powerful relationship between search engine optimization and reviews. Yopto (2016)
  3. 93% of Internet searches never progress past the first page, with most consumers using only the first 10 results to make a decision. Advanced Web Ranking (2014)
  4. Adding reviews can boost conversion rates by nearly 270%, with higher priced items seeing improvements up to 380%. Spiegel Research Center
  5. Nearly 70% of all consumers use rating filters to enhance their searches – this figure has more than doubled within the last year. Review Trackers
  6. Including star ratings in a search engine results page can increase follow-up click-through rates by 25%. It can also boost your SEO. Bright Local

Business Responsivity

  1. 53% of consumers expect businesses to respond to their online review within a week or less. Review Trackers
  2. How you handle reviews, regardless of their tone, is important. 78% of consumers like to see a business respond to online reviews, as this indicates a higher level of commitment to customer satisfaction. Search Engine Journal (2017)
  3. 68% of all consumers left reviews for local businesses -but only when they were asked. Bryan Caplan (2018)
  4. Consumers read, on average, a whopping 7 reviews before deciding to trust or select a business. Bryan Caplan (2018)
  5. Restaurants have the highest amount of applicable views, with 60% of all restaurant reviews read by consumers. This is followed up by hospitality, medical services, clothing vendors, and grocery stores. Bryan Caplan (2018)

The Power of Negative Reviews

  1. Customers spend 5 times as long on a site if they are able to interact with negative- yet trustworthy – reviews. In all, they tend to convert 85% more often. While this seems contradictory, it goes to show that having only flawless reviews doesn’t necessarily help your business, and it’s better to allow for a diversity of reviews. Reevoo
  2. 100% of customers who report annual salaries of $150,000 or higher claim to leave reviews related to negative customer service experiences. Vendasta (2019)
  3. A third of consumers assume that online reviews are fabricated if there is an absence of negative reviews. Vendasta (2019)
  4. Businesses can lose 22% of their new business when customers find a single negative article on the first page of their search results, but those with 2 negative results lose twice that amount. If you have 4 or more negative articles, you can expect to lose up to 70% of new potential customers. Moz (2015)
  5. Over 40% of all consumers will avoid doing business with a local company if they have received a single negative review. While the number of overall reviews factors in, this statistic has interesting implications for small business owners. Bright Local (2018)
  6. Negative reviews have the ability to drive 94% of customers away. In fact, a customer is 21% more likely to leave a review after a negative experience than after a positive one, making it important for you to respond in order to protect your brand’s reputation. Review Trackers
  7. While 79% of consumers read a fake review in 2017, a vast majority (84%) don’t know how to spot a fake review. Bryan Caplan (2018)
  8. If a business is able to resolve a negative review and experience quickly, 95% of those dissatisfied customers will ultimately return to the business for another try. Vendasta (2019)
  9. The most common words in online reviews? Friendly, rude, and comments about the customer service (the latter comprises nearly 27% of all online reviews!) Vendasta (2019)

Google vs. Other Review Platforms

  1. Google is the site of choice for consumers, with nearly 64% saying that they are more likely to check Google reviews than any other review site. Review Trackers
  2. Over 82% of Yelp users said they normally frequent the site when they are planning to buy a product or service and are seeking reliable recommendations. Yelp (2013)
  3. 91% of adults use search engines to find information. Pew Research Center (2012)
  4. The top three online review platforms (of those that are solely dedicated to reviews) are Yelp, Trip Advisor, and Foursquare. Vendasta (2019)
  5. 65% of consumers view an online search as the most trusted way to uncover information about companies and specific people – this level of trust is higher than what is found for any other source, regardless of whether it is housed on-  or offline. Edelman (2014)
  6. Every minute, an average of 26,380 reviews are posted to Yelp. Vendasta (2019)
  7. Every single star increase in a rating on Yelp correlates to a five to nine percent increase in business revenue. Michael Luca (2011)
  8. Within the last three years, Google and Facebook reviews have grown by more than 60%, probably because everyone now has a Google account or a Facebook account, removing the necessity to log in to a separate review website. Review Trackers
  9. While 38% of consumers read online reviews via mobile Internet browsers, only 24% install customized apps for this purpose. Vendasta (2019)
  10. 33% of consumers feel that all local businesses should make sure their websites are optimized for mobile. 61% of consumers are more likely to reach out to local businesses if they have websites that are mobile optimized. Vendasta (2019)

Your Online Presence

  1. Over half of all Americans have Googled someone before deciding to do business with them – with about 45% of this group deciding not to do business with the person as a result of something the search uncovered. The Denver Post (2012)
  2. An employee’s bad reputation costs a company roughly 10% more per hire than the reputation of a good employee. Harvard Business School (2016)
  3. Nearly three-quarters of all American employers use social media to screen potential hires. A comparable number of HR departments are required to do so. Career Builder (2017)
  4. Standing out online is important, with 95% of all career recruiters affirming that the job market will become more competitive. This underscores the need to stand out in a positive way in the digital setting. Jobvite (2015)
  5. 70% of American recruiters have rejected candidates based on those candidates’ digital footprints. Cross-Tab (2010)
  6. 57% of employers are less likely to interview candidates with no digital footprint at all. Career Builder (2017)

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