50+ Online Review Statistics: Navigating Feedback & Opinion [2024]

May 3, 2024 0 Comments

82%of people research products online before going to stores to buy them. –Are you one of those?

70% of people use rating filters to search for businesses, with 4-star ratings or above being the most common filter.

84% of consumers have stopped trusting advertisements.

Did you get any response to a negative review?

Personalized responses to negative reviews can bring back 51% of customers.

Reviews are now more powerful than ever before.

A single positive review can increase conversions by 10%, while 100 reviews can lead to a 37% increase

Are you leveraging reviews to your advantage?

Empower your online presence with insights from vital statistics on reviews.

Top Online Review Statistics: Editor’s Pick

Nearly all customers (98%) read reviews for local businesses
  1. 28% of online consumers check business reviews more today than they did before the pandemic. [3]
  2. 40% of consumers expect a business to have at least four stars before considering making a purchase. [6]
  3. Negative reviews can potentially cost a business up to 30 customers each. [8]
  4. 62% of customers express concern about fake reviews, with Google having the highest percentage of potentially fake reviews (10.7%). [9]
  5. Three-quarters of businesses don’t respond to negative reviews. [11]
  6. 64% of consumers prefer brands that respond to their  negative reviews over those that appear perfect. [13]
  7. Google, Yelp, Facebook, and TripAdvisor contain 88% of all online reviews, with Google alone holding 73% of them. [15]
  8. Google deleted approximately 55 million fake reviews in 2020. [16]
  9. Consumers are 21%  more likely to leave a review after a negative experience than after a positive one. [17]
  10. 22% of consumers pay attention only to reviews written within the past two weeks. [18]

General Online Review Statistics

When asked which of the following statements do you agree with, here is what people said.

  • ‘I trust consumer reviews as much as personal recommendations from friends and family’- 49% of consumers. [1]
  • ‘I trust consumer reviews as much as recommendations from social media personalities I follow’37% of consumers.
  • ‘I trust consumer reviews as much as professionally-written articles by topic experts’ 28% of consumers.
  • None of the above- 21% of consumers. 

Customers are 21% more likely to leave a review after a negative experience than after a positive one. [6]

It is reported that 94% of businesses that use reputation management tools see a return on investment. [12]

22% of consumers are reported to only pay attention to reviews written within the past two weeks. [1]

While 26% only read those from the past month. [1]

Why Do Businesses Need Online Reviews?

98% of customers read online reviews (at least sometimes) for local businesses. [1]

82% of people research products online before going to stores to buy them. [2]

The importance of online reviews has increased after Covid, as 28% of online consumers check business reviews more today than they did before the pandemic. [3]

It is to be noted that a single positive review can increase conversions by 10%, while 100 reviews can lead to a 37% increase. [4]

An advertisement or review, which one do you trust more?

84% of consumers have stopped trusting advertisements. [5]

How Many Stars To Attract Customers?

40% of consumers reported that they expect a business to have at least four stars before they consider making a purchase. [1]

It is crucial to state that 70% of people use rating filters to search for businesses. [6]

The most common filter?- 4 star rating or above. [6]

Point to be noted: 4.5 star rating is more prefered by customers than 5 star. [6]

43% of consumers prefer products with more than 100 reviews. [11]

Number of reviews consumers prefer
Source: Power Reviews

Major Online Review Platforms

Google, Yelp, Facebook, and TripAdvisor contain 88% of all online reviews. [15]

It is reported that reviews shared on social platforms result in higher conversion rates.

The rates are 5.3x higher for linkedIn, 8.4x times higher for twitter, 40x higher for facebook. [10]

Google has 73% of all online reviews. [15]

Others are way behind Google, like Yelp (6%), Facebook (3%), and TripAdvisor (3%). [15]

On average, Yelp receives 26,830 new reviews every minute. [16]

In 2022, Tripadvisor passed one billion reviews. [17]

Cost & Impacts Of Negative Online Reviews

One negative review can cost a business up to 30 customers

It was found in a study that one negative review can cost a business up to 30 customers. [13]

About 17 in 20 users think twice before buying from a company that has negative reviews. [15]

Though sometimes negative reviews can be good for businesses. 82% of people look for bad reviews specifically so that they can get a full picture of the product. [11]

Are Fake Reviews a Real Thing?

Yes!! 

In 2020, Google deleted approximately 55 million reviews, because they were fake. [17]

62% percent of customers have shown their concern for fake reviews as a major problem. [9]

Google has the highest percentage of potentially fake reviews (10.7%). 

Followed by Yelp (7.1%), Tripadvisor (5.2%), and Facebook (4.9%). [9]

It is very risky for businesses to put fake reviews for their brand as 62% of customers said that they have zero tolerance towards fake reviews. [8]

Why & When To Respond To Reviews?

Three-quarters of businesses don’t respond to negative reviews

It becomes important for brands to respond to reviews as a personalized response to negative reviews can bring back 51% of customers. [7]

Three-quarters of businesses don’t respond to negative reviews. [14]

48% of consumers said that brands responding to reviews improves their odds of making a purchase. [2]

64% of consumers reported that they would easily prefer a brand which responds to their reviews over the one that appears perfect. [8]

80% of people expect reviews to be responded to within 2 weeks at most. [7]

FAQs

How do online reviews influence consumer decisions?

Research shows that nearly all customers (98%) read reviews for local businesses, and the majority (82%) research products online before making purchases. Positive reviews can increase conversions, while negative reviews can deter potential customers.

Google, Yelp, Facebook, and TripAdvisor dominate the online review landscape, comprising 88% of all reviews. Google, in particular, holds 73% of online reviews. 

What impact do negative reviews have on businesses?

Negative reviews can have a significant impact on businesses, potentially costing them up to 30 customers for each negative review. It’s important to note that some consumers actively seek out negative reviews to gain a more comprehensive understanding of products or services.

Are fake reviews a common problem?

Yes, fake reviews are a real issue in the online review ecosystem. Google alone deleted approximately 55 million fake reviews in 2020. Consumers are increasingly wary of fake reviews, with 62% expressing concern about their authenticity. 

Conclusion 

Online reviews wield significant influence in today’s digital landscape, shaping consumer perceptions, purchasing decisions, and brand reputations. Positive reviews can boost credibility and conversions, while negative reviews can deter potential customers.

However, effectively responding to negative reviews can mitigate their impact and demonstrate a commitment to customer satisfaction. With the prevalence of fake reviews on the rise, maintaining authenticity and transparency in online reviews is crucial for building trust and credibility with consumers.

Sources

  1. BrightLocal. Local Consumer Review Survey
  2. Bazaarvoice. Why Ratings and Reviews Are Important for Your Business
  3. Software Advice. How Effective Are Companies at Responding to Online Reviews?
  4. Bazaarvoice. How to increase review volume
  5. Trustpilot. 4 Reasons Why Every Business Needs an Online Reputation Strategy
  6. ReviewTrackers. Is A 4.5-Star Rating Better Than 5 Stars?
  7. Sitejabber. Why Are Reviews Important? Online Reviews Statistics to Know
  8. HubSpot. The Critical Role of Reviews in Internet Trust
  9. Uberall. The State of Online Review Fraud
  10. Yotpo. Reviews shared on social platforms
  11. Power Reviews. How many reviews do I need for my products?
  12. Trustplus. Best Reputation Management Tools in 2024
  13. Online Reputation Management. Why are angry consumers more likely to post a bad review?
  14. Keeping. How to respond to negative reviews
  15. Reviewtrackers. Online reviews survey
  16. Invespro. The Importance Of Online Customer Reviews [Infographic]
  17. TripAdvisor. Travelers Push Tripadvisor Past 1 Billion Reviews & Opinions!