Proof Point
Bright Local survey found one in two consumers (50%) regularly read online reviews to evaluate local business in 2016, significant increase from 22% in 2010
Reading Online Reviews to Assess Local Businesses
2010 – 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
- Increased Dependence on Online Reviews – Half of respondents in 2016 relied on online reviews regularly for local business recommendations, up from 33% in 2015 and 22% in 2010
- Significant Online Review Readership – 91% of consumers surveyed in 2016 read online reviews to evaluate local business, up from 71% in 2010
- Non-Users – Only 9% do not read online reviews, according to 2016 survey, significant decline from 29% in 2010
- 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 5, 2017
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