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It appears that people are not only turning to online reviews for local businesses more and more, but they are actually trusting them more than ever…
...88% of those surveyed said they have read reviews to determine the quality of a local business (up from 85% in 2013). 39% read reviews on a regular basis. Only 12% don’t read reviews, down from 15% last year.
One of the more interesting takeaways from the findings are that consumers appear to be doing their homework on businesses, and reading a significant number of reviews before deciding whether or not to trust them.
67% say they read up to 6 reviews. 85% say they read up to 10. 7% say they read over 20. That last percentage may be small, but it’s up from 2% last year.
“The significance of these stats is that it sets a benchmark for the number of positive reviews that they need,” says Anderson. “With 85% of consumers reading 10 or less reviews then we need to ensure that we have at least 10 reviews to satisfy them, but more importantly that the most recent 10 reviews are all positive....
The Power of Positive online reviews is growing even bigger. Markers and PR take note.