Proof Point
Bright Local study found that among consumers who read online reviews, 68% read four or more reviews before trusting local businesses in 2016
Number of Reviews Required to Trust Local Businesses
2014-2016 (percentage of respondents)
| Note: | Data based on Bright Local’s September 2016 survey of 1,062 U.S. respondents |
Proof Point Findings
- Local Business – Small businesses manufacturing, selling goods or providing services locally
- Importance of Reviews – Of consumers who read online reviews, 68% read four or more reviews before they consider buying from local businesses in 2016
- More Meticulous Customers – 4% of consumers read more than 20 reviews before purchasing from local businesses in 2016, down from 7% in 2015 and 8% in 2014
- Key Drivers – Include growing demand for better customer service, increasing dependence on authentic customer feedback compared to advertising, heightening company reliance on positive online reputation to drive business, and long term benefits of positive customer experience driving more referrals, recommendations, and reviews
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Market Disruption |
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Sector |
Accommodation and Travel, Food and Beverage, Healthcare/Health Sciences, Information Technology, Real Estate and Construction, Transportation and Logistics, Wholesale and Retail Trade
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Source |
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Date Last Updated |
June 14, 2017
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