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Does your business suffer from low ratings?

Consumer Survey Finds that 87% of Potential Customers 
Won't Consider a Business with Low Ratings

In 2016, Bright Local conducted a survey to learn how consumers are reading and using online reviews.
They've been studying consumer behavior and reviews since 2010. Here's some of what they found.

Postive Online ReviewsOnline Review Survey Key Takeways

  • 84% of people trust online reviews as much as a personal recommendation

  • 7 out of 10 consumers will leave a review for a business if they're asked to

  • 90% of consumers read less than 10 reviews before forming an opinion about a business

  • 54% of people will visit the website after reading positive reviews

  • 73% of consumers think that reviews older than 3 months are no longer relevant

  • 74% of consumers say that positive reviews make them trust a local business more

  • 58% of consumers say that the star rating of a business is most important

What does this mean for an online business? It means it should have a good online presence including a mobile-friendly website that's engaging, impressive and helpful to the visitor.


Local Search for Business Online Key Findings

  • 53% of consumers search for local businesses at least one time per month (vs. 43% in 2015)

  • 69% of consumers search for a local business at least 6 times per year (vs. 60% in 2015)

  • Only 5% said they never searched for local businesses online (vs. 9% in 2015)


Building Trust

This study also looked at how many reviews need to be read before a consumer feels the business is trustworthy.

  • 90% of consumers read 10 reviews or less before they feel that they can trust a business

  • 68% of consumers form an opinion by reading just 1-6 reviews

  • Only 10% of consumers spend time researching and reading more than 10 reviews (vs. 13% in 2015)

How do online customer reviews influence a decision to use a local business?

  • 39% of people say positive customer reviews make them more likely to use a local business

  • 29% of people select a business for other reasons

  • 24% say that negative reviews make them not want to use a local business


Trusting Online Reviews

  • 90% of consumers read 10 reviews or less before they feel that they can trust a business

  • 68% of consumers form an opinion by reading just 1-6 reviews

  • Only 10% of consumers spend time researching and reading more than 10 reviews (vs. 13% in 2015)


What does a consumer do after reading a review?

  • 54% of people will visit the website after reading positive reviews (vs 48% in 2015)

  • 19% will visit the business directly (down from 23% in 2015)

  • 17% will continue to search for reviews about the business (Note: This is a new answer in the 2016 survey)

 

What is the minimum star rating consumers will consider when selecting a business?

  • 87% of people say that a business need a rating of 3-5 stars before they will use them

  • Only 14% of consumers would consider using a business with a 1-2 star rating

  • Consumers are not looking for perfection — but they’re looking for a business they can trust


What influences customers to review a local business?

  • Reliability & Professionalism are key factors for a consumer to recommend a business

  • Friendliness & Feeling Welcome influences reviews

We haven't included all of the results of Bright Local's survey. Visit their site to read more.

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