26 Essential Online Review Statistics for Businesses

Reveo reputation and review management software.
EJ Bowen
Updated: December 13, 2023
Est. Reading: 13 minutes

Key Online Review Statistics

Key Online Review Statistics


Ever wonder why people are glued to their phones reading reviews before they buy something or pick a place to eat? Well, in 2024, online reviews are a big deal, and they’re changing how businesses grow and succeed. Whether it’s someone buying a fancy gadget or looking for a cool new restaurant, reviews are what they trust. And guess what? Your business needs to get in on this action. We’ve got some eye-opening stats that’ll show you just how powerful reviews are and how Reveo can help you make the most of them. Get ready to be amazed!


What Online Review Statistics Say They Can Do for Your Business


1. The Power of Online Reviews:


Nearly everyone’s checking reviews these days before they step into a store or click ‘buy’ online. Think about it – 90% of folks read reviews before they visit a business in person. And when they’re shopping online? A whopping 99.9% dive into the reviews first. In fact, 95% read them for just about anything online, and for local businesses, it’s 97%!


But here’s the twist: 96% of these review-readers are actually hunting for the not-so-good stuff. Yep, they’re looking at the negative reviews. This means your business can’t just focus on the good comments. You’ve got to address the negative ones quickly and kindly. About 53% of customers expect a response in a week, and a third of them want to hear back in just three days.


And where do most people start their review search? Google Reviews, with 81% checking there first. On average, they read around 10 reviews before deciding to trust a business, and this number’s even higher among the younger crowd.


2. Building Trust with Reviews:


A big 74% of customers say that reading reviews boosts their trust in a brand. That’s huge! Reviews are like trust-building magic. The more people trust your brand, the more likely they are to buy from you. It’s all about making a good impression that leads to more sales.


3. First Impressions Matter:


Key Online Review Statistics40% of people make up their mind about a business just by reading one to three reviews. And since COVID-19, 31% of folks are more likely to check out a local business’s Google listing before they even step foot in the door.


So, here’s your chance: by getting more reviews and responding to them, you can really help your business grow!


4. What Customer Review Statistics Say:


Engaging with customer reviews is more than just good manners; it significantly boosts a business’s credibility. When businesses take the time to respond to their reviews, they are perceived as 1.7 times more trustworthy compared to those that ignore feedback. These customer reviews statistics highlight the substantial impact that acknowledging customer opinions can have.


Responding to reviews, whether positive or negative, demonstrates to customers that a business values their input and is committed to customer satisfaction. This active engagement not only builds trust but also fosters a positive brand image. It shows potential customers that the business cares about its clientele and is responsive to their needs and concerns.


In today’s digital world, where online reputation can make or break a business, taking the time to respond to reviews can be a key differentiator in a crowded marketplace. This practice is not just beneficial for maintaining current customer relations but also crucial for attracting new customers who rely on reviews to make informed decisions.


5. The Trust in Mixed Reviews:


Getting Your customer's trust comes from reviews68% of people find reviews more believable if they see both good and bad ratings. When a business has almost perfect scores, customers might think those reviews aren’t real. Mixing in some negative with the positive makes everything seem more genuine.


But, the not-so-good reviews should be about small issues. And if you reply to these, it shows you care and want to make things better.


It’s also important not to have too many bad reviews. If there’s just one good review among a bunch of bad ones, 32% of customers get skeptical. You’d typically need around 40 positive reviews to balance out one negative one.


6. Online Reviews vs. Personal Recommendations:


88% of people trust what they read in online reviews just as much as advice from their friends. And for younger folks, those between 18 and 34 years old, it’s even more — 91% believe in online reviews as much as personal tips.


Here’s something cool: when picking a local shop or service, folks rely on reviews twice as much as they do on just being loyal customers. And reviews are way more important than old-school ads — 7.4 times more, to be exact. Plus, 84% of younger people, called millennials, aren’t really into traditional ads.


So, if you’re still spending lots of money on old-style ads, it might be time to think about focusing more on getting good online reviews and talking to customers directly.


Negative Reviews and the Importance of Responding


7. Avoidance Due to Negative Reviews:

94% of consumers have avoided a business due to negative online reviews. Remember that you can minimize this effect by increasing the number of positive reviews you have. Aim for at least 40 positive reviews for each negative one. And make it a point to address any negative business reviews. You can even use review trackers, so you never miss a negative (or positive) review.


8. The Impact of Negative Reviews to Online Review Statistics:

86% of folks think twice before buying from a place with bad reviews online. But, not all bad reviews are, well, bad. Sometimes, a few negative comments can actually be good for your business. They make your reviews look real and honest.


It's important to respond to online reviewsWhen people read these not-so-great reviews, they’re really looking to see what kind of problems popped up. If these problems are just small things, it’s not so bad. In fact, it can even help you if you jump in and offer solutions to these issues. That way, everyone can see you’re on top of your game.


9. Negative Review Turnaround:


Handling a negative review well can really turn things around. In fact, when businesses respond to bad reviews, 33% of those customers end up posting a positive review instead. Even better, 34% go back and delete their negative review. This shows how important it is to address customer concerns (Harvard Business Review).


10. Sharing Negative Experiences:


95% of folks talk about their bad experiences with friends or family. Usually, they’ll tell about 9 to 15 people. And if they share it online? That can really hurt a business.


But here’s the twist: only 24% of businesses always answer their negative reviews. The right kind of response can actually change an unhappy customer into a satisfied one.


Paying attention to those who complain the loudest can actually make them your biggest supporters. I believe answering negative reviews might be even more crucial than replying to the good ones. So, focus on that!


Reviews and the Purchase Decision


Online Review Statistics Impact the Customer's Purchasing Decision11. Positive Reviews Drive Action:


72% of people will only make a move, like buying something or visiting a store, if they’ve read good reviews about it first. And get this, 28% of folks have actually checked out a business’s reviews while they’re right outside, deciding whether to go in.


Now, here’s a kicker: 8 out of 10 people read reviews even when they’re already shopping in a store. This means if your product doesn’t have any reviews, or if the reviews aren’t great, you might have a customer holding your product but still walking away without buying it.


12. Sales Impact of Ratings:


Products that have a rating of 4.5 or more get bought four times as often as those with lower ratings, according to McKinsey. And for local businesses? If they really work on their online rep, they’re 1.4 times more likely to score an average rating of 4.5 or better.


Now, if your rating dips below 3.3 stars, things start to look a bit grim. Businesses with ratings this low usually don’t do as well as their competitors. And if the rating falls to 2 stars or less? Well, only about 13% of folks will think about using your services or buying your stuff.


13. Influence of Reviews on High-End Purchases:


When it comes to making big purchases, online reviews are more important than ever. A significant 58% of customers will look up reviews before deciding on high-end items. This trend is particularly notable because these purchases are usually more complex and expensive, making the stakes higher for the buyer.


Reviews offer valuable details about a product’s quality, durability, and performance that aren’t always clear from descriptions or pictures. Customers depend on others’ experiences and opinions to make informed choices, especially for costly items. This shows a change in how consumers shop, as they look for validation from others to feel confident in their expensive purchases.


For businesses, it’s vital to get happy customers to talk about their positive experiences, especially with high-end products.


14. Financial Benefits of Positive Reviews:


Companies with good reviews bring in 22% more money than those that don’t have them. Why? Well, positive reviews make customers willing to spend 31% more. On the flip side, if there are bad reviews, 40% of people might just go buy from someone else.


Plus, there’s more: 58% of customers are ready to pay extra for things that have great reviews. So, getting those positive reviews from your happy customers is super important!


15. Reviews Influence Purchases:


93% of consumers say that online reviews influence their purchasing decisions. Combining these online review statistics with all the previous ones further highlights the importance of reviews for your business.


Most consumers have read a review in the past week. 23% of consumers have read an online review in the last day. Reviews are here to stay, and this number will only continue to increase.


16. User Reviews on Websites:


Did you know that 63% of people are more likely to buy from a website if it has customer reviews? It’s not just about having some reviews, though. The more, the merrier. According to BrightLocal, 60% of consumers really look at the number of reviews a business has. Sure, this number was a bit higher back in 2020, but it’s still way more than in previous years.


More than half of consumers think the number of reviews is important. This means you should try to get as many as you can. In fact, 43% of shoppers like to see at least 100 reviews for each product.


The Power of Positive Reviews to Online Review Statistics:


Power of Online Customer Reviews


17. The Price Premium of Good Reviews:


People are ready to spend 31% extra at businesses that have top-notch reviews. About half of the customers don’t mind going the extra mile, literally, and spending more if a business has great reviews.


It’s amazing how much power positive reviews have. They can make the cost almost a non-issue. This is all about trust. When a business has good reviews, it shows people can trust it.


18. The Critical Mass of Positive Reviews:


72% of consumers will take action only after reading a positive online review. Given that buying decisions are so strongly influenced by positive reviews, you need to ensure potential consumers will see these positive reviews. Work to make sure they appear on local search with local SEO efforts and monitor review sites.


From Yelp to Amazon to TripAdvisor, encourage and monitor reviews so you make a positive impression when you appear on a search engine.


19. Influence of Reviews on SEO:


Local businesses with lots of good reviews usually show up higher in search engine results. So, positive reviews don’t just make you look good; they make you more visible online (Source: Moz).


Quality Matters to Your Online Review Statistics:


20. The Importance of a Four-Star Rating:


The quality of your reviews matters49% of consumers need at least a four-star rating before they choose to use a business.


Given that 7 of 10 consumers use rating filters, they will never even see your brand if you don’t have a high enough rating. This doesn’t even give you a chance to get their attention and make up for your poor reviews or ratings.


But you don’t want to take this to the extreme and aim for a 5-star review – at least not without a lot of reviews. 68% of consumers are skeptical of a 5-star rating unless there are a lot of reviews. A 5-star rating with just a few ratings makes consumers think they may be fake reviews.


That being said, even just one or two negative reviews will make your 5-star rating more believable. You simply need to counter them with enough positive reviews to balance out.


21. Value of Written Reviews:


A whopping 73% of shoppers find written reviews more informative and useful than just star ratings. Written reviews offer a deeper insight into why a product or service is worth considering. They add a layer of authenticity that a simple star rating can’t provide. This is crucial, as 78% of shoppers believe they can spot a fake review. Realness in reviews is key to winning customer trust.


Moreover, the content of these written reviews significantly impacts their credibility. If a review lacks detail and only features stars, 31% of people become skeptical. Overly positive reviews raise doubts in 45% of customers, while extremely negative ones do the same for 36%. Uniformity in reviews also raises red flags, with 40% of consumers growing suspicious of repetitive content.


Even the anonymity of reviewers plays a role, as 38% of people are wary of reviews from unknown or generically named individuals. This all underscores the importance of ensuring that reviews are genuine, detailed, and varied to maintain credibility and trust with your customers (Source: BrightLocal).


22. The Importance of Recent and Regularly Updated Reviews:


A staggering 85% of consumers believe that reviews older than three months lose their relevance and usefulness. In fact, about 40% of people say they don’t even consider reviews that are more than two weeks old. This trend underlines the crucial need for businesses to continuously seek fresh reviews. Keeping your feedback recent and up-to-date is vital not just for staying relevant, but also for swaying potential shoppers and encouraging purchases.


Furthermore, businesses that regularly refresh their reviews and keep them current are 70% more likely to grab the attention of prospective customers. This steady stream of new reviews helps to keep your business in a positive light and maintains a sense of trustworthiness among consumers.


In today’s fast-paced market, where opinions and trends change rapidly, consistently updated reviews are key to drawing in and retaining customer interest. By actively seeking and updating customer feedback, businesses can ensure they remain appealing and relevant in the eyes of their audience.


Importance of Proactive Requests to your Online Review Statistics:


23. Prompting Reviews:


Did you know that more than 60% of customers might write a review if you just send them a link and ask? So, don’t be afraid to ask for their thoughts, either through email or a text. If their experience was good, this could boost your ratings. And if it wasn’t great, you’ll get to know about it and have a chance to fix things. Plus, having a few realistic, not-so-perfect reviews can actually make people trust your reviews more. If all the reviews are super positive, it might look a bit fishy.


Loads of local businesses have seen big success thanks to positive reviews. With a bit of effort, yours could be next. When you’re asking for reviews through email, here’s a couple of tips to get more people to respond:


  • Mention your brand name in the subject.
  • Stay away from sounding too emotional.
  • Don’t use ALL CAPS – it’s like shouting.
  • Think about offering a little something as a thank-you.
  • Ask a question to get them interested.


Other Online Review Statistics:


24. Video Reviews Trend:


The world of reviews is evolving rapidly, with video reviews leading the charge. They’re now 50% more effective than their text-only counterparts. The power of video lies in its ability to bring a personal, authentic touch that written words alone can’t provide. When customers see a product in action, it creates a stronger, more tangible connection, helping them better understand what they’re considering buying.


This shift to video is not just about the content of the reviews, but also how they influence consumer behavior. The dynamic and visual nature of video reviews is reshaping the decision-making process for buyers and transforming the way businesses present their products. It’s a move from simply describing to actively showing and demonstrating. As this trend continues to grow, it’s set to revolutionize the landscape of customer reviews.


25. The Influence on Young Consumers:


91% of young people, those between 18 and 34, trust what they read in online reviews just as much as advice from their friends. This is a big deal because word-of-mouth has always been a super effective way to spread the word about something. Now, online reviews are like the new word-of-mouth. They can reach way more people than just telling a friend.


And guess what? Lots of people share these reviews on social media. When they do, it helps boost sales and shopping through social media sites.


26. Rating Impact on Customer Choice:


57% of people only choose businesses with at least four stars. And on the flip side, just 9% would think about going to a place with only 1 or 2 stars.


That’s why it’s super important to keep an eye on your reviews. If your business is sitting at a 1- or 2-star rating, you’re definitely missing out on customers. Luckily, there’s a bunch of review management software out there that can help you handle those less-than-stellar reviews easily, and some of them won’t even cost you a penny.



How do online review statistics impact customer trust and business growth?

Online reviews significantly influence customer trust and business growth. A staggering 88% of consumers trust online reviews as much as personal recommendations. For businesses, actively managing and responding to online reviews, both positive and negative, is essential. It’s not just about attracting customers; it’s about building lasting trust and credibility.


What is the importance of responding to reviews?

Responding to reviews, especially negative ones, can turn dissatisfied customers into positive advocates. Businesses that respond to reviews are perceived as 1.7 times more trustworthy. Furthermore, 33% of customers who receive a response to their negative review are likely to post a positive one, and 34% might delete the original negative review.


Can reviews influence high-end purchase decisions?

Absolutely. For high-end purchases, 58% of consumers rely on online reviews to guide their decisions. These reviews provide essential insights into the product’s quality and performance, helping customers justify their investment and reduce purchasing risks. Businesses should encourage satisfied customers to share their experiences, especially for premium products, to attract more buyers.


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Sources of Online Review Statistics and Online Review Statistics Key:

Who’s Managing Your Online Reviews?

Survey: The Ever-Growing Power of Reviews

Online Review Statistics: The Definitive List (2023 Data)

18 Online Review Statistics Every Marketer Should Know

Online reviews – Statistics & Facts

The Importance Of Online Customer Reviews

The Secret Ratio That Proves Why Customer Reviews Are So ImportantIt’s what you don’t know that hurts you.

What Consumers Look For In Reviews

People will pay 22% more for certain products if the company has a good reputation

Online Reviews Statistics and Trends: A 2022 Report by ReviewTrackers

Google Reviews Study: How Many Reviews Do Local Businesses Need?

35 amazing online reputation facts and stats everyone should know

Five-star growth: Using online ratings to design better products

69 Staggering Online Review Statistics That Will Help You Improve Your Business in 2023

87% of Potential Customers Won’t Consider Businesses With Low Ratings

10 online review statistics that are important for businesses to know in 2023

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