How Important Are Online Reviews for Local Businesses?

Consumers, especially younger ones, are becoming increasingly reliant on online reviews to assess local businesses, according to recent research from BrightLocal. The report was based on data from a survey conducted in 2018 among 1,000 consumers in the United States age 18 and older. Some 86% of respondents say they read the online reviews of local businesses. The researchers found clear differences in the use of reviews among age groups: Half of consumers age 18-34 say they always read the online reviews of local businesses, compared with just 6% of consumers age 55+. Some 39% of consumers age 18-34 say they trust online reviews of local businesses as much as personal recommendations, and 24% say they trust them as much as personal recommendations if they believe the reviews are authentic. Respondents say a local businesses needs at least 10 reviews to be trustworthy; that's up from the 7 reviews in the 2017 edition of the survey. Some 37% of consumers age 18-34 say their typical next step after reading a positive review of a local business is to visit/contact the firm. In contrast, just 24% of consumers age 55+ say their typical next step after reading a positive review of a local business is to visit/contact the firm. About the research: The report was based on data from a survey conducted in 2018 among 1,000 consumers in the United States age 18 and older.