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Whenever you’re on the hunt for the perfect gadget, the coziest café, or a dreamy vacation spot, what’s the first thing you do? You turn to the experiences of fellow tech enthusiasts, explorers, and adventurers who’ve already tread the path you contemplate.

In the world of shopping today, reviews from other customers matter more than ads. The thoughts and stories shared by people who’ve already tried a product or service greatly impact what we choose to buy.

Personal stories shared online resonate with us and can even change how companies do things. Businesses recognize the power of these narratives and their potential to shape outcomes for both companies and individuals. The significance of these stories cannot be overlooked.

This blog post will look at 15 critical statistics on consumer reviews, revealing the true narrative behind stars, ratings, and feedback buttons. This is a story of trust, influence, and the dynamic relationship between businesses and the voices that resonate on screens. So, read on to understand how these digital word-of-mouth tales are reshaping the landscape of modern commerce.

Why are Online Customer Reviews So Powerful?


Have you ever paused to ponder the weight behind those star ratings that accompany products and services? Those little stars are more than meets the eye; they offer a gateway into a treasure trove of real-life experiences, serving as a compass guided by the accounts of everyday people just like you. Let’s explore the reasons why these online reviews hold such a significant influence.

Picture this: you find yourself in an unfamiliar city, on the hunt for a satisfying meal. You whip out your phone and type in “best local restaurants.” A list of options pops up, complete with ratings and reviews. Now, think about how you react when you stumble upon a restaurant adorned with a cascade of gleaming 5-star reviews. Doesn’t it spark a surge of excitement within you? It’s only human nature – we instinctively place trust in the judgments of our peers. Those reviews, the narratives and experiences shared by those who have already ventured there, become paramount when it comes to deciding where to dine.

Do you ever wonder why the opinions of others hold such power? It’s because of a psychological phenomenon known as “social proof.” We’re more likely to adopt behaviours or beliefs if we see others doing the same. For example, if a restaurant has glowing reviews from countless customers, we’re more inclined to believe it’s truly exceptional. As humans, we naturally seek validation from our peers and feel reassured when others affirm our choices.

Yet, relying on the collective isn’t the sole advantage of online reviews. They give us a sneak peek into what awaits us – showcasing the highs, the lows, and the vast expanse in between. It’s akin to receiving firsthand counsel from a friend who has already ventured where you’re about to tread. These insights become priceless guides in a world where time and money are precious resources and choices seem boundless.

Here are 15 statistics based on consumer reviews taken from highly credible sources around the world. These statistics underscore the importance of consumer reviews and why businesses should take them seriously.

15 Statistics Based on Consumer Reviews copy

15 Statistics Based on Consumer Reviews

  • Global Newswire reports that over 95% of customers consult product reviews before making a purchase, and of those shoppers, 58% are willing to pay extra for products with positive reviews.
  • Product credibility is essential, and online reviews can greatly influence it. In fact, almost 40% of people rely on reviews to make informed buying choices. Negative reviews are surprisingly useful, as 72% of buyers find them helpful. They offer valuable insight and help people understand the product or service better. G2 reports that 67% of consumers prefer a mix of positive and negative reviews. This highlights the importance of considering different perspectives in online opinions. 
  • When it comes to online shopping, reviews are essential. About 89% of shoppers make a point to read reviews before making a purchase. Positive reviews hold significant weight, with almost half (49%) of these shoppers ranking them among the top three factors that influence their buying decisions. This data from Trustpilot highlights the crucial role that reviews play in shaping consumer choices.
  • Good reviews don’t just bring in customers; they can also increase spending by over 30%. Customers tend to spend about 31% more when products or services have great reviews. However, if there is a negative review, up to 40% of potential customers may be discouraged, according to Bright Local.
  • Do you tend to buy something after reading a reliable review? If so, you’re part of the majority. Actually, more than 92% of shoppers say that honest reviews strongly affect their purchases. However, it’s unexpected that only 20% of companies have thought about adding reviews to their marketing plans, according to G2. This means that businesses have a big chance to use the power of reviews to their advantage in their marketing campaigns.
  • Online ratings can make or break a business’s visibility, with 70% of internet users employing rating filters when searching for companies. The most commonly used of these filters is for businesses with 4 stars or higher, as reported by Review Trackers. This highlights ratings’ crucial role in how consumers discover and choose businesses online.
  • Reviews that are not censored are very important because people trust them and strongly dislike censorship. According to Trustpilot’s research, a sizable 62% of people worldwide would stop using a platform if they found out that reviews were being censored, and 70% see censorship as a major problem. The research also shows that 42% of those surveyed see review censorship as a threat to freedom of expression, and 45% believe it could result in losing money. These findings prove that transparency and unfiltered opinions are essential in building trust in review systems.
  • Online reviews are everywhere on the internet. Most people who use the internet read reviews for local businesses, whether sometimes or often. Bright Local reports that 77% of people regularly check these reviews for their local area, a significant increase from the 60% recorded in 2020. Only 2% of people say they “never” read local business reviews, a decrease from the 13% reported in 2020. These results show that localized reviews are becoming increasingly important when people make decisions.
  • According to a survey conducted by Bizrate Insights, over half of consumers (54.7%) carefully review at least four product reviews before making a purchase. However, 44% of respondents admitted to reading just three or fewer reviews. 
  • It’s important to note that older reviews, even those from the last three months, may be dismissed by 85% of consumers. In fact, according to Bright Local, 40% of people surveyed give more weight to reviews that are less than two weeks old. This highlights the significance of timely reviews in influencing perceived value.
  • In the last decade, there has been a significant shift in the length of online consumer reviews. Previously, reviews were limited to around 600 characters. However, reviews are concise and brief nowadays, equivalent to a slightly longer tweet with only 200 characters. Based on Review Trackers’ extensive analysis, it is evident that more people are expressing their opinions through reviews in 2023. 
  • According to PR Week, a company’s reputation is crucial to its market value, as studies show that 92% of people believe it impacts the company’s worth. Consumer reviews are important evidence of a company’s public standing and should not be ignored. 
  • The Spiegel Research Center’s findings show that displaying reviews alongside products significantly boosts their chances of selling. Specifically, the study found that products with five or more reviews are four times more likely to be purchased than those lacking reviews. This remarkable statistic equates to a 270% increase in conversions. It’s worth noting that the first five reviews have the greatest influence on driving sales.
  • Research by Review Trackers shows that 81% of internet users check Google Reviews before visiting a business. This is up from 63.3% the previous year. Google is also the preferred platform for reviews.
  • Bright Local conducted a survey on how businesses gather customer feedback and opinions. The survey revealed that 12% of the businesses consistently received reviews, while 23% did so about half the time, and 30% left reviews occasionally. The methods used to prompt customers also varied. 41% of customers received requests through email, while 35% found the invitation on their receipts, and another 35% were asked in person.

The value of shared wisdom isn’t lost on us at EdKent Media. Our digital marketing services are crafted to elevate your brand’s story, shaping a narrative that resonates harmoniously with your audience. Just as you place trust in the wisdom of others’ experiences, our strategies are rooted in data, ensuring that your brand’s message aligns seamlessly with the aspirations of your customers.