Online Review Industry – Market, Scale and Growth

Online reviews have become an essential part of the consumer journey and shopping experience. With the rise of review sites like Yelp and TripAdvisor, along with review functionality on platforms like Amazon and Google, consumers now have easy access to a wealth of peer reviews on practically any business or product imaginable.

These online reviews hold tremendous influence over purchase decisions today.

99.75% of online shoppers read reviews at least sometimes before making a purchase, with 91% doing so always or regularly. It’s clear that reviews have moved from a helpful extra to an expected and trusted part of the buying process.

For businesses in today’s digital landscape, actively managing and encouraging online reviews is crucial. Positive online reviews can drive brand trust, conversions, local SEO, and repeat business. On the other hand, negative reviews present reputational risks that must be carefully monitored and addressed. As online reviews continue to proliferate across the web, businesses cannot afford to ignore their growing influence over consumers.

Consumers Highly Value Reviews

Online reviews have become an essential part of the consumer shopping experience. According to a survey by PowerReviews, over 99% of customers read reviews when shopping online. Furthermore, 96% look specifically for negative reviews to get a balanced perspective . This highlights the importance consumers place on reviews when making purchasing decisions.

In addition to reading reviews, customers also trust them. A staggering 93% of consumers say that reviews are just as trustworthy as personal recommendations from friends or family. This demonstrates the powerful influence reviews have in building credibility and trust with potential customers.

With so many consumers relying heavily on reviews before making purchases, negative feedback can be damaging for businesses. However, constructive criticism also presents an opportunity to improve products, services, and operations. By proactively addressing issues raised in reviews, companies can turn dissatisfied customers into brand advocates.

Reviews clearly play a critical role in consumer decision-making today. Businesses that embrace user-generated content and leverage reviews effectively can reduce perceived risk, build trust, and attract more customers.

Prevalence of Online Reviews

Online reviews have become ubiquitous, with the vast majority of consumers consulting them before making purchase decisions. According to Search Engine Journal, over 99% of customers read reviews when shopping online. Reviews now play a crucial role across industries, but they are especially influential for restaurants, hotels, and consumer electronics.

A global study by PowerReviews found that 95% of customers read online reviews before purchasing a product for the first time. For repeat purchases, the number remains high, at 88%. Clearly, reviews have become an essential part of the consumer research process.

The restaurant industry is heavily impacted by reviews, with 93% of customers reporting that they read restaurant reviews before trying a new place. Hotels and travel companies are also greatly influenced, with between 85 and 90% of travelers consulting reviews before booking.

When it comes to consumer electronics, 82% of shoppers read reviews before purchasing a new gadget or appliance. Reviews help provide unbiased information on product quality and performance.

Overall, the prevalence of online reviews across industries demonstrates their indispensable role in modern consumer behavior. Businesses in all sectors must optimize and manage their online reputation.

Businesses Can Encourage More Reviews

Businesses today have more tools and strategies at their disposal to proactively generate online reviews than ever before. While reviews used to be something that occurred organically after a purchase, smart companies now employ targeted tactics for soliciting valuable customer feedback.

One of the most common and effective ways to generate reviews is through email campaigns asking customers for reviews. These campaigns can be triggered after a purchase, project completion, or other key interactions. Personalized emails directly requesting reviews typically see higher response rates than generic blasts. Review request emails have a response rate between 5 and15%.

Follow-up calls represent another proactive channel for securing reviews. Speaking directly with a customer provides the opportunity to ask if they were satisfied with their experience and if they would be willing to leave online feedback. This outreach can seem more genuine and personalized than an email. However, calls do require more time and staff resources.

Review-generation software can help streamline and automate the process of soliciting reviews across channels like email and text. These tools allow businesses to customize review requests, set automated triggers, and analyze results. Software provides reporting to identify which strategies and customer segments are generating the most reviews. Review request software can improve response rates 25-40%.

Finally, incentives are a popular tactic to motivate customers to leave reviews. Discounts, giveaways, and other rewards can entice people to take the extra step of providing feedback. However, incentives also run the risk of biasing reviews in an overly positive direction. Maintaining authenticity should be balanced with any rewards programs.

Detecting Fake Reviews

As online reviews have grown more influential, the problem of fake or fraudulent reviews has also emerged. Some sellers attempt to game the system by paying for positive reviews or incentivizing customers to leave biased feedback. According to one report, over 15% of online reviews are likely fake. This threatens the authenticity and trust consumers place in reviews.

Fortunately, businesses and consumers can take steps to detect fraudulent reviews. Review analysis tools like Fakespot use AI to analyze language patterns, review dates, and other signals to identify suspicious reviews. Maintaining diverse reviews over time, rather than a flood of positive reviews on a single day, also builds credibility. Additionally, being wary of reviews that seem overly generic or lack details can help spot fakes.

Ultimately, the best defense is cultivating authentic customer experiences that generate real word of mouth. Businesses should avoid shortcuts like paid reviews, which often do more harm than good. By focusing on earning customers’ trust, they can maintain the integrity of their online reputation.

Negative Reviews Present Risks

Negative reviews can have a detrimental impact on businesses. 68% of consumers read negative reviews when evaluating a company . Consumers pay close attention to downsides and risks highlighted in negative feedback.

If not managed properly, negative reviews can lead to decreased sales and damaged reputation. One study found that a one-star increase in a restaurant’s Yelp rating leads to a 5–9% increase in revenue .

Businesses should monitor reviews closely and respond professionally to negative feedback. Pointing out factual inaccuracies or offering to address the customer’s complaint can help mitigate damage. Proactive reputation management is crucial, as negative sentiment spreads quickly online.

Reviews Influence Purchase Decisions

Online reviews have a significant influence on consumers’ purchasing decisions. According to research, 93% of consumers say that online reviews impact their buying choices . This indicates that the vast majority of shoppers actively consult reviews before making a purchase.

Reviews help build consumer trust and confidence in products or services. By reading multiple reviews, buyers can better assess the quality and value of an offering. Favorable reviews reassure shoppers that other customers have had positive experiences. Even negative reviews provide transparency into potential downsides or risks.

In this way, reviews allow consumers to make informed decisions and reduce risk. Research shows that 88% of shoppers read negative reviews to further understand a product’s weaknesses . Reviews give customers more confidence to purchase items sight unseen, especially for higher cost or risky purchases.

Overall, reviews clearly sway purchase decisions by building trust, mitigating risk, and setting buyer expectations. The data shows their sizable impact on consumer behavior and shopping habits.

Reviews vs Recommendations

Consumers view online reviews and personal recommendations quite similarly in terms of trust and influence on purchasing decisions. According to research by BrightLocal, 49% of consumers trust online reviews as much as personal recommendations from friends and family. When making a purchase decision, especially for a major or expensive item, consumers rely heavily on both reviews and recommendations to reduce their risk.

However, recommendations seem to hold a slight edge for items with higher individual preferences, like restaurants. Per a Dimensional Research survey, 90% of consumers trust online reviews as much as personal recommendations. Reviews provide broad feedback from many consumers, while recommendations reflect individual tastes. Both play key roles at different points in the buyer’s journey.

Online reviews now carry nearly equal weight and trust as personal recommendations for consumers making purchase decisions. Businesses should focus on generating more of both forms of social proof to influence customers.

Reviews Benefit SEO

Online reviews have been shown to significantly impact local SEO rankings and search visibility. According to research, having a high volume of positive reviews can improve a business’s local SEO performance and help them rank higher in local search results . The more positive reviews a business has, the more credibility and authority search engines like Google associate with their website and listings.

Reviews act as social proof and signals of quality to search engines. Each review represents a customer interaction and endorsement. So the more reviews a business has, the more Google considers their business relevant and established in the local market, resulting in higher local pack rankings . Positive reviews also boost click-through rates from local search listings.

High online review ratings, in particular, can significantly improve local SEO visibility. One study showed businesses with four-star-plus average ratings ranked higher than competitors with lower average ratings . Positive online reputation provides tangible SEO benefits for local businesses.

Key Takeaways

Online reviews have become incredibly influential in shaping consumer purchase decisions and business success. Statistics show the vast majority of customers now read reviews before making a purchase, with many focused on finding potential downsides or risks. Reviews are now nearly as trusted as personal recommendations from friends and family.

For businesses, online reviews present both opportunities and risks. Positive reviews can attract new customers and improve SEO. But negative reviews can deter potential customers, while fake or fraudulent reviews damage brand authenticity. Embracing reviews requires developing strategies to generate more authentic positive reviews, while monitoring for fraudulent activity.

Overall, reviews have cemented their importance for today’s consumers and businesses. Customers rely heavily on reviews to inform their purchase decisions and reduce risk. Meanwhile, businesses must learn to proactively manage their online reputation with a reviews strategy. Effectively generating and responding to reviews has become essential for success.

While reviews present new challenges, they also provide valuable customer feedback and marketing opportunities. Businesses that embrace reviews as part of their customer experience stand to gain happier customers, more sales, and a stronger brand reputation.


Ian Kirby has been working in digital marketing for over 15 years. Having worked both with and for digital marketing agencies and in-house with multiple companies, he has a specific interest and expertise in online reputation management, online reviews, and the implementation of business systems. Ian’s writing, videos, and interviews have garnered millions of reads, views, and listens.


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