Online Reputation & Review Statistics 2019


Who is reading online reviews & where

  •  Google is the review site of choice. 63.6 percent of consumers say they are likely to check online reviews on Google before visiting a business — more than any other review site.

  • Nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017) 

  • 94% of customers read online reviews (Fan and Fuel, 2016)

  • 93% of local consumers use reviews to determine if a local business is good or bad (BrightLocal, 2017)

  • 72% of customers don't take action until they have read reviews (Testimonial Engine)

  • Customers don’t really trust businesses with lower than 4-star ratings. 80 percent of consumers say the star ratings they trust the most are 4.0, 4.5, and 5 stars.

The impact of online reviews on sales

  • 92% of B2B buyers are more likely to purchase after reading a trusted review (G2 Crowd and Heinz Marketing, 2017)

  • Displaying reviews can increase conversion rates by 270% (Spiegel Research Center, 2017)

  • Having five reviews results in purchase likelihood increasing by a factor of almost four times (Spiegel Research Center, 2017)

  • Displaying reviews for higher-priced products can increase conversion rates by 380% (Spiegel Research Center, 2017)

  • Purchase likelihood improves 15% when buyers read verified buyer reviews over anonymous reviews (Spiegel Research Center, 2017)

  • One-to-one peer recommendations, original research, and product reviews are the most influential content in affecting purchase decisions (Content Marketing Institute and SmartBrief, 2017)

  • 97% of shoppers say reviews influence buying decisions (Fan and Fuel, 2016)

  • 68% of Americans report positive reviews making them more likely to use a business (BrightLocal, 2017)

  • Given two products with similar ratings, consumers are more likely to buy the product with more reviews (Psychological Science, 2017)

  • Reviews produce an 18% uplift in sales (Revoo, as shared by Econsultancy)

  • Reviews make 71% of customers are more comfortable purchasing a product (3D Cart)

  • 88% of buyers are influenced in their buying decision by reviews (Zendesk

Consumer engagement with reviews

  • 73% of customers value the written review over the overall star rating (Fan and Fuel, 2016)

  • 68% of consumers look for either information on the reviewer’s experience, or problems the reviewer experienced when reading reviews (Fan and Fuel, 2016)

  • Only 3% of buyers say that reviews never factor into their buying decisions (Fan and Fuel, 2016)

  • Only 13% of shoppers find the seller’s website to be the most helpful when buying consumer goods, and 17% when purchasing services (Fan and Fuel, 2016)

  • 60% of people read online reviews for a local restaurant or cafe (BrightLocal, 2017) 

  • 73% of consumers trust a local business more after reading positive reviews (BrightLocal, 2017)

  • 87% of American-based consumers need a business to have a minimum star rating of three or higher (out of five) to use it (BrightLocal, 2017)

  • 54% of consumers visit a local business’s website after reading a positive review (BrightLocal, 2017)

  • 71% of B2B buyers look at reviews during the consideration stage (G2 Crowd and Heinz Marketing, 2017)

  • 67% of B2B buyers rank peer reviews as very important when making a purchase decision (Demand Gen Report, 2017)

  • 82% of buyers consider user-generated reviews to be extremely valuable (3D Cart)

  • 67% of B2B buyers want to see a mix of positive and negative reviews (G2 Crowd and Heinz Marketing, 2017)

  • 85% of buyers trust reviews as much as personal recommendations (BrightLocal, 2017)

The importance of replying to customer reviews

  • 53% of customers expect businesses to reply to their online reviews within seven days .But 63 percent say that a business has never responded to their review.(Review Trackers, 2018)

  • 41% of consumers say that brands replying to reviews makes them believe the company really cares about their customers (Bazaarvoice)

  • Not replying to reviews risks increasing customer churn by up to 15% (Chatmeter, 2017)

  • 7 out of 10 consumers changed their opinion about a brand after the company replied to a review (Bazaarvoice via Marketing Charts, 2013)

  • 16% of participants in a 2016 study expect businesses to reply to negative reviews in 1-3 hours (Get Five Stars, 2016)

Negative reviews can work in your favor

  • 72% of B2B buyers say negative reviews give depth and insight into a product (G2 Crowd and Heinz Marketing, 2017)

  • 40% of B2B buyers say negative reviews help build credibility for a product (G2 Crowd and Heinz Marketing, 2017)

  • 82% of shoppers specifically seek out negative reviews (Power Reviews, 2017)

  • Consumers spend four times as long interacting with negative reviews, with a 67% increase in conversion rate (Spiegel Research Center, 2017)

  • 92% of consumers have difficulties or hesitations purchasing an item with no reviews (Fan and Fuel, 2016)

  • 95% of consumers get suspicious of fake reviews if there are no bad scores (Revoo, 2013)

  • The likelihood of purchase peaks at a star rating of 4.0 – 4.7, then decreases as the rating gets closer to 5.0. (Spiegel Research Center, 2017)

The process of getting customer reviews

  • 68% of consumers have left a review for a local business after being asked to do so (BrightLocal, 2017)

  • Up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases (Power Reviews, 2017)

  • Consumers with negative experiences are more likely to write a review than those who had a positive experience (Street Fight and Toluma, 2012)

  • Brands can expect their average star rating to increase after emailing buyers a direct link to submit reviews (Spiegel Research Center, 2017)

The need for reviews and user-generated content

  • 84% of people trust reviews they read online as much as personal recommendations (Bright Local, 2017)

  • Only 34% of B2B Buyers are willing to consider vendor-related content as trustworthy (Demand Gen Report, 2017)

  • 81% of buyers generally conduct research before bringing in a vendor (Content Marketing Institute and SmartBrief, 2017)

  • 66% of buyers use sources outside of vendor materials during the research phase (Content Marketing Institute and SmartBrief, 2017)

  • Irrelevant content is the number one reason buyers don’t engage with vendors more frequently (Marketo, 2017)

  • Reputation makes up over 25% of a brand’s market value (Deloitte, 2012)

  • User-generated content is trusted by millennials 50% more than traditional media (Crowdtap via VPDM, 2014)

  • Experts believe that online reviews make up over 13% of how Google and other search engines rank local search results (Chatmeter, 2017)

The Power Of Search Results SEO

Local search engines love online reviews for one reason: Consumers love online reviews. (Shopify)

The Effect On Hiring And Firing

  • A bad reputation costs a company at least 10% more per hire. (2016)

  • 70% of employers use social media to screen candidates, up from 11% in 2006. (2017)

  • Of all recruiters, 95% believe that the job market will remain or become more competitive. If you don’t stand out online, your competition will. (2015)

  • Seventy-five percent of HR departments are required to search job applicants online. (2010)

  • Eighty-five percent of U.S. recruiters and HR professionals say that an employee’s online reputation influences their hiring decisions at least to some extent. Nearly half say that a strong online reputation influences their decisions to a great extent. (2010)

  • Seventy percent of U.S. recruiters and HR professionals have rejected candidates based on information they found online. (2010)