Reviews make or break businesses. 94% of consumers avoid brands with negative feedback. Every minute, over 26,000 new reviews flow across platforms, directly influencing purchasing decisions and shaping company reputations.
This guide breaks down the latest online review statistics to help you build trust, respond to feedback effectively, and turn customer reviews into business growth.
Top 6 Online Review Statistics (Editor’s Picks)
We’ve handpicked 99+ of the latest online review statistics, facts, and trends. Here are 6 that we believe will blow you away.
| 1 | 88% of consumers trust online reviews as much as personal recommendations |
| 2 | 50% of online shoppers prefer third-party reviews over retailer site reviews |
| 3 | 62% of consumers avoid brands that censor reviews |
| 4 | 75% of people leave reviews to help local businesses get better |
| 5 | 58% of consumers will pay more or travel further for businesses with good reviews |
| 6 | 91% of consumers frequently or always read online reviews |
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General Online Review Statistics
88% of consumers trust online reviews as much as personal recommendations (BrightLocal)
Most shoppers see online reviews as just as reliable as advice from friends or family. A strong set of positive reviews can build trust and encourage purchases, while negative reviews can quickly turn buyers away.
Only 2% of consumers have never read an online review (Exploding Topics)
The vast majority of shoppers—98%—have read online reviews at some point. Whether researching a product, service, or business, reviews have become a routine part of the buying process.
50% of online shoppers prefer third-party reviews over retailer site reviews (Bizibl)
Shoppers worry that retailer-hosted reviews may be biased or curated. Independent review sites feel more trustworthy, offering a wider range of opinions and unfiltered customer experiences.
Consumers are 1.5x more likely to be motivated by an online review than a discount offer (Condor Ferries)
Shoppers value trust over savings, with reviews carrying more weight than price cuts. A strong reputation can drive sales more effectively than temporary discounts.
98% of consumers read online reviews at least occasionally (Thrive Internet Marketing Agency)
Almost everyone checks reviews before making a decision. Whether shopping for a product, choosing a restaurant, or booking a service, 98% of consumers say they read reviews at least occasionally to guide their choices.
Nearly half of all internet users post online reviews every month (Mailmodo)
Leaving reviews has become a habit for many, with millions of people sharing their experiences online each month. This steady flow of feedback shapes brand reputations and influences new buyers.
91% of consumers frequently or always read online reviews (PowerReviews)
Online reviews aren’t just helpful—they’re essential. With 91% of consumers saying they read reviews regularly, businesses with strong ratings have a much better chance of attracting and keeping customers.
16.6% of shoppers fully trust third-party review sites (Coolest Gadgets)
Only a small percentage of shoppers completely trust third-party review platforms. While 16.6% put full confidence in these sites, many others remain skeptical and look for additional sources before making a decision.
People aged 25-34 write the most online reviews (Demandsage)
Businesses looking to build their online reputation should pay attention to younger adults. This age group is the most engaged in leaving feedback, meaning their experiences can heavily influence brand perception.
84% of millennials don’t trust traditional advertising (WordStream)
Millennials are skeptical of traditional ads. With 84% saying they don’t trust them, t0hey rely more on online reviews, social media, and personal recommendations when making purchasing decisions.
People feel more confident buying products with customer photo reviews (Skeepers)
Seeing real photos from other buyers builds trust. Shoppers are more comfortable making a purchase when they see images from legitimate customers, as it helps verify product quality and authenticity.
49% of consumers trust online reviews as much as personal recommendations (BrightLocal)
Half of shoppers see online reviews as just as reliable as word-of-mouth from friends and family. This shows how much digital feedback influences buying decisions.
37% of consumers trust online reviews as much as influencer recommendations (BusinessDasher)
More than a third of shoppers see customer reviews and influencer suggestions as equally reliable. This shows that traditional user feedback still holds weight, even in the age of social media marketing.
62% of consumers avoid brands that censor reviews (Mailmodo)
Hiding or filtering negative feedback can backfire. Nearly two-thirds of consumers say they won’t support brands that engage in review censorship, valuing transparency over curated reputations.
60% of consumers believe the number of reviews matters (TrustPulse)
Shoppers don’t just look at ratings—they also consider how many people have left reviews. A high number of reviews signals credibility and helps consumers feel more confident in their buying decisions.
75% of people leave reviews to help local businesses get better (BrightLocal)
For many consumers, reviews aren’t just about praise or complaints—they’re a way to offer constructive feedback. Businesses that listen, respond, and adapt based on customer input can gain long-term loyalty.
41.7% of shoppers use third-party review sites to research products (BizrateInsights)
Nearly half of consumers rely on third-party review sites before making a purchase. These platforms help shoppers compare options, verify quality, and make more informed decisions.
EVs receive more extreme ratings than gas-powered cars (Widewail)
Reviews of electric vehicles (EVs) show a stronger divide between very high and very low ratings compared to traditional cars. While many owners love the quiet ride and lower maintenance, critics often leave 1-star ratings due to issues like charging challenges and range anxiety.
58% of consumers will pay more or travel further for businesses with good reviews (Trustmary)
Great reviews don’t just attract customers—they make them willing to spend more. Over half of consumers are ready to go the extra mile, whether by paying a premium or traveling further, to visit a business with strong ratings.
Here’s a quick view at how often do people leave reviews for local:
Online Reputation Statistics
72% of consumers trust a local business more after reading positive reviews (Demandsage)
For most people, good reviews make a big difference in where they choose to shop. Nearly three out of four consumers say that seeing positive feedback increases their trust in a local business, making online reputation more important than ever.
A one-star rating increase can boost revenue by 5-9% (Forbes)
Better reviews mean better business. Studies show that when a company’s average rating goes up by just one star, it can see a revenue increase of up to 9%, making online reputation a key factor in financial success.
95% of consumers look at online reviews before deciding to buy (Wisernotify)
Before making a purchase, most people want reassurance from others. Online reviews act as digital word-of-mouth, influencing which businesses and products consumers trust the most.
53% of customers expect a response to negative reviews within a week (Widewail)
Ignoring negative reviews can hurt a business. More than half of consumers expect businesses to reply within seven days, showing that quick responses can make a big difference in customer trust and reputation management.
Most consumers avoid businesses with ratings below 3.3 stars (Exploding Topics)
Low ratings can drive customers away. The majority of consumers say they won’t even consider engaging with a business or product that has less than a 3.3-star rating, making online reputation more critical than ever.
22.6% of consumers are motivated by free shipping (Peekage)
For nearly a quarter of shoppers, free shipping is a key factor in their buying decisions. Offering it can make the difference between a completed purchase and an abandoned cart.
Top Online Review Platforms
88% of online reviews are concentrated on four platforms (Demandsage)
Most online reviews are posted on Google, Yelp, Facebook, and TripAdvisor, with Google dominating the space. This makes these platforms the go-to sources for checking business reputations.
81% of consumers use Google to evaluate local businesses (BrightLocal)
The majority of shoppers rely on Google to check reviews before visiting a local business. With its dominance in search and maps, Google has become the first stop for consumers looking for trusted opinions.
Google hosts 73% of all online reviews (ReputationStacker)
Most online reviews live on Google. With 73% of all reviews housed on the platform, businesses must prioritize their Google presence to maintain credibility and attract customers.
TripAdvisor and Facebook together account for just 3% of online reviews (ReviewTrackers)
Despite their visibility, TripAdvisor and Facebook only hold a small share of online reviews. With just 3% of total reviews on these platforms, businesses need to focus more on Google, where the majority of feedback is posted.
Over 50% of consumers check Yelp before visiting a business (BrightLocal)
Many shoppers turn to Yelp to evaluate businesses, especially in industries like dining and personal services. A strong Yelp rating can drive foot traffic, while negative reviews can steer customers away.
Consumers are reading Facebook reviews less often than before (Exploding Topics)
As trust in Facebook reviews declines, users are relying more on platforms like Google and Yelp for business information. This shift means businesses should prioritize their presence on more widely used review sites.
93% of Facebook users are suspicious of fake reviews (Pasabi)
Most Facebook users doubt the authenticity of reviews they see on the platform. With fake reviews becoming more common, businesses must focus on building trust by encouraging genuine customer feedback.
Online Review Statistics for B2B
89% of B2B buyers check review sites before buying business software (B2B SaaS Reviews)
Nearly 9 in 10 B2B buyers say they often or always look at review sites before making a software purchase. This shows how much businesses rely on peer feedback and third-party validation when choosing the right tools.
1 in 2 B2B buyers always use review sites before buying software (Wisernotify)
Half of all B2B buyers won’t make a software purchase without first checking review sites. Another 33% check often, and 11% check sometimes. This makes online reviews a crucial factor in the decision-making process.
More than 50% of review site users read reviews at every stage of the buying process (Pew Research Center)
Over half of all buyers who use review sites don’t just check once—they read reviews throughout their entire purchasing journey. From initial research to final decisions, online feedback plays a crucial role in shaping their choices.
30% of B2B SaaS marketplaces use reviews as social proof to drive app installs (B2B SaaS Reviews)
Nearly one-third of B2B SaaS marketplaces actively use customer reviews to encourage app installations. By showcasing user feedback, they build trust and help buyers feel more confident in their choices.
Less than 45% of small businesses consider more than five vendors when reading reviews (B2B SaaS Reviews)
Most small businesses narrow their choices early—fewer than 45% explore more than five vendors when checking online reviews. This means strong early impressions and standout ratings can make a big difference in winning their attention.
Online Review Statistics for Travel
81% of travelers always read reviews before booking a hotel (MARA Solutions)
The majority of travelers won’t book a hotel without checking reviews first—81% say they always read them. Many also pay close attention to how hotels respond to guest feedback, making management replies a key factor in decision-making.
TripAdvisor reached one billion reviews in 2022 (TripAdvisor)
TripAdvisor’s vast collection of reviews helps travelers make informed choices. With contributions from millions of users, it remains one of the most trusted platforms for travel recommendations.
86% of people skip good deals if a company has bad reviews (MARA Solutions)
A low price isn’t enough to win over customers—86% say they would pass on a good deal if the company has negative reviews. This shows that trust and reputation often matter more than discounts.
Travelers are prioritizing sustainability in their Expedia reviews (Exploding Topic)
Eco-friendly travel isn’t just a niche concern anymore—it’s becoming mainstream. More Expedia users are sharing feedback on hotels’ environmental impact, renewable energy efforts, and waste reduction practices, influencing future bookings.
Only 22% of travelers leave unsolicited hotel reviews (Wisernotify)
Less than one in four travelers will post a hotel review without being prompted. This means most feedback comes from guests who are asked, highlighting the importance of follow-up requests from hotels.
One ignored negative review can drive away 30 out of 50 potential customers (Dynamic Business)
Leaving a bad review unanswered can cost businesses big—30 out of 50 customers may choose to walk away. Responding to feedback isn’t just good practice; it’s essential for maintaining trust and winning over hesitant buyers.
3 out of 4 customers avoid online ads due to false advertising concerns (MARA Solutions)
With 75% of consumers wary of online ads because of misleading claims, online reviews have become even more important. Shoppers now rely on real customer feedback to verify a product or service before making a purchase.
Online Review Statistics for Financial Services
56% of shoppers say review responses influence their view of a business (Mailmodo)
When businesses take the time to respond to reviews, it makes a difference—56% of online shoppers say it has changed how they see a company. Professional and thoughtful responses can show strong customer service, while dismissive or no responses may raise doubts.
81% of consumers leave reviews four times a year or less (Podium)
Most consumers don’t leave reviews often—81% say they write them four times a year or less. This means that a small, vocal group of customers contributes most online feedback.
85% of consumers use reviews to find and evaluate financial institutions (Podium)
Banks and credit unions depend on online reviews to attract new customers. A strong reputation with positive feedback can drive growth, while poor reviews may lead to lost business.
Almost 90% of consumers use online reviews to make banking decisions (The Financial Brand)
Online reviews play a major role in how people choose their banks. Nearly 9 in 10 consumers check reviews before opening an account, applying for a loan, or selecting financial services.
Yelp Online Review Statistics
Yelp now hosts over 287 million reviews as of 2023 (Backlinko)
With more than 287 million reviews on its platform, Yelp remains a go-to source for customer feedback. Businesses that actively manage their reviews can improve their online reputation and attract more customers.
A one-star increase in a Yelp rating boosts revenue by 5-9% (Reputation X)
Online reviews heavily influence consumer decisions. A study found that businesses with a one-star increase in their Yelp rating see revenue grow by 5-9%, showing the direct impact of reputation on sales. Even a small improvement in reviews can lead to noticeable financial gains.
Every minute, 26,830 new reviews are added to Yelp (Demandsage)
With thousands of new reviews appearing every minute, Yelp provides up-to-date insights on businesses. This steady stream of feedback helps consumers make informed decisions quickly.
More than half of Yelp reviews are 5-star ratings (SocialPilot)
A study found that around 52% of Yelp reviews are 5-star ratings, indicating that most users leave highly positive feedback. This suggests that businesses providing good service can expect strong online reputations.
More than two-thirds of Yelp reviews are 4 stars or higher (SocialPilot)
The majority of Yelp reviews reflect positive customer experiences, with 52% rated 5 stars and 16% rated 4 stars. Meanwhile, only 16% of reviews give the lowest 1-star rating, and just 6% fall at 2 stars. This suggests that businesses delivering quality service are likely to maintain strong ratings.
Fake Online Reviews Statistics
80% of consumers have come across a fake review in the last year (Invesp)
With fake reviews on the rise, consumers are becoming more skeptical of online ratings. Many now look for patterns, inconsistencies, or third-party verification to determine which reviews are real.
More than 700 businesses faced FTC warnings for fake or misleading endorsements in 2021 (FTC)
The FTC took action against companies using deceptive tactics, such as fake reviews or influencer promotions without disclosure. As a result, businesses are under more pressure to ensure honest advertising.
67% of consumers believe fake reviews are a problem (Agility PR)
More than two-thirds of shoppers worry about fake reviews, making it harder to trust online ratings. As fake feedback spreads, consumers are becoming more cautious about where they get their information.
Google deleted approximately 55 million reviews in 2020 (Near Media)
With online reviews playing a major role in consumer decisions, Google took action against misleading content. By deleting millions of questionable reviews, the platform aimed to improve trust and accuracy.
The FTC now calls fake self-reviews “own-dorsements” (FTC)
When businesses post fake praise about themselves, the FTC labels it an “own-dorsement.” This highlights the ongoing effort to prevent companies from manipulating online ratings and misleading consumers.
About 30% of online reviews are fake (Wisernotify)
Not all online reviews can be trusted. Studies estimate that nearly 30% of reviews are fake, often written to boost ratings or damage competitors, making it harder for consumers to identify genuine feedback.
94% of consumers avoid brands with negative reviews (ReviewTrackers)
Bad reviews can drive customers away. Nearly all consumers—94%—say they’ve decided against a brand because of negative feedback, proving how much online reputation impacts business success.
Google reviews are often influenced by bias (Medium)
Not all Google reviews give a fair picture. Many are influenced by personal experiences, emotions, or even incentives, making it difficult for consumers to get a completely objective view of a business.
Up to half of online reviews may be manipulated (Wisernotify)
Fake and biased reviews are a growing issue. With as many as 50% being influenced or falsified, shoppers are becoming more cautious, looking for verified purchases and balanced feedback before making decisions.
Conclusion
Customer voices shape market success. The proof? 94% skip businesses with bad reviews, and feedback influences decisions 1.5x more than price drops. As technology advances, expect review platforms to become more sophisticated, offering richer insights and better fraud protection. Smart businesses will adapt their strategies to this review-first world.
FAQ
How effective are online reviews?
Online reviews significantly impact business success, with 88% of consumers trusting them as much as personal recommendations. They drive purchase decisions more effectively than discounts, with 94% of consumers avoiding businesses that have negative reviews, and a one-star rating increase can boost revenue by 5-9%.
What percentage of online reviews are real?
Studies indicate that about 70% of online reviews are genuine, while up to 30% are estimated to be fake or manipulated. This issue has become significant enough that 80% of consumers report encountering fake reviews in the past year, and platforms like Google have removed over 55 million suspicious reviews to maintain trust.
Which review platform matters most for businesses?
Google dominates with 73% of all online reviews. 81% of consumers use Google to evaluate local businesses before visiting.
What’s the minimum star rating businesses should maintain?
Most consumers avoid businesses with ratings below 3.3 stars. Each one-star increase in rating can boost revenue by 5-9%.
How many reviews do businesses typically receive?
The average business receives about 39 new reviews each month. Reviews come steadily, with nearly half of all internet users posting reviews monthly.
