7 min 
Online reviews directly influence buying behavior.
Most consumers read online reviews before making a purchase, and positive reviews improve trust, while negative reviews lower credibility.
Research shows that reviews impact customer satisfaction, purchase decisions, and a business’s online reputation more than traditional advertising.
This article shares 45+ online review statistics that explain how reviews shape customer trust, brand reputation, and sales across Google, Yelp, Facebook, and other review sites.
Let’s get started!
Online review statistics
Online reviews are one of the first things people check before trusting a business.
The numbers below highlight how much reviews influence customer decisions.
1. 93% of customers read online reviews before making a purchase.
Almost every buyer checks reviews before deciding, proving how reviews directly guide purchase decisions across industries.
2. 71% of consumers read reviews when researching local businesses.
From restaurants to salons, most people won’t visit without checking reviews first, making them vital for local credibility.
3. 68% of consumers form an opinion after reading just 1–6 reviews.
Shoppers don’t need dozens of reviews; just a few can shape their trust and influence their choice.
4. 92% of consumers hesitate to buy when there are no reviews.
A lack of customer feedback creates doubt, reducing sales and pushing buyers to competitors with proven credibility.
5. 62% of consumers check 2–3 review sites before choosing a business.
Shoppers compare ratings across Google, Yelp, Facebook, and others.
Consistency across platforms is critical for reputation.
6. 37.2% of internet users rely on online reviews as their main source of brand research.
Reviews now rank higher than company websites or price comparison tools.
People use them to decide if a brand is trustworthy.
7. 63% of consumers expect businesses to respond to reviews within 2–3 days.
Quick responses show that the business values feedback.
Delays can create a negative impression and reduce loyalty.
8. 70% of customers are more likely to leave a review if the business responds.
Engagement encourages more people to share feedback.
The result is a steady increase in review volume over time.
9. Nearly 75% of consumers trust a company more if it has positive reviews.
Strong reviews quickly build brand credibility.
Positive feedback works better than most forms of advertising.
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Google reviews statistics
Google reviews are the most visible and trusted source of feedback online.
These stats highlight how they influence customer trust, local searches, and buying decisions.
10. 83% of consumers use Google to check business reviews.
Google has become the most trusted and widely used review platform.
For many customers, it’s the first place they go to learn about a company’s credibility.
11. 63% of shoppers say Google reviews directly influence their purchase decisions.
A strong rating can quickly convince buyers, while poor reviews often push them to competitors.
Google reviews are now a deciding factor in sales.
12. 86% of people check Google Maps reviews before visiting a local business.
For restaurants, shops, and service providers, Google Maps acts as a digital front door.
Positive reviews here drive real-world visits and new customers.
13. Businesses with more than 50 Google reviews earn 4.6x more leads.
A higher review count signals popularity and trust.
This volume not only improves visibility but also makes a business more competitive in local search.
14. 56% of consumers only consider businesses with 4+ stars on Google.
Star ratings act as a quick filter for buyers.
Anything below four stars reduces confidence and can cut a business out of consideration entirely.
15. 76% of people regularly view Google Business Profiles on mobile.
Most review checks now happen on smartphones.
Customers make quick decisions on the go, often within seconds of viewing ratings and feedback.
16. Responding to Google reviews can increase customer trust by 45%.
When businesses reply, it shows they value customer feedback.
This interaction builds stronger relationships and signals reliability to potential buyers.
17. 60% of consumers say Google reviews are more influential than Facebook or Yelp.
While other platforms matter, Google dominates the review space.
Shoppers see it as the most credible and relevant source of customer feedback.
18. 88% of customers read at least 10 Google reviews before trusting a business.
Buyers look for consistency, not just one or two positive comments.
A pattern of good reviews helps confirm authenticity and reduces risk.
19. Businesses that reply to Google reviews grow revenue 35% faster.
Engagement on Google reviews directly supports growth.
Responding builds loyalty, improves rankings, and creates more opportunities for sales.
Negative and fake review statistics
Negative and fake reviews strongly shape how people see a business.
The numbers show how bad feedback, low ratings, and dishonest reviews quickly damage trust and sales.
20. 94% of consumers say a negative review convinced them to avoid a business.
A single negative review can carry more influence than dozens of positive ones.
Customers often see bad feedback as a warning sign that outweighs good experiences.
This shows how much damage even one poor review can do to reputation and sales.
21. 96% of people specifically look for negative reviews to judge authenticity.
Shoppers don’t always trust perfect 5-star ratings. They scan negative reviews to check how real the experiences feel. Businesses that respond calmly and helpfully to criticism often come across as more credible.
22. 52% of consumers say they won’t consider a business with less than 4 stars.
Star ratings act as the first filter for most buyers.
If a company’s Google or Yelp profile shows three stars or below, many customers won’t even read further. This makes maintaining a 4+ average rating critical.
23. 40% of people read only negative reviews first when checking a business.
Instead of scanning positives, many buyers jump straight to complaints.
They want to see the “worst-case scenario” before deciding. If negative reviews are handled well, it can still reassure potential customers.
24. 82% of consumers say fake reviews are a growing problem online.
Fake reviews, both positive and negative, erode trust across review sites.
From Amazon to local businesses, people are now more cautious about believing feedback. Companies must focus on gathering authentic customer voices.
25. 62% of people believe they’ve seen a fake review in the past year.
Awareness of fake reviews is higher than ever. Customers are quick to spot patterns like repeated wording or overly generic praise.
This highlights the need for verified and user-generated reviews that feel real.
26. Businesses lose up to 22% of customers after one negative review.
The cost of a single complaint is significant.
Potential buyers often assume one bad review represents hidden issues.
If more negative reviews appear, the percentage of lost customers keeps rising.
27. Three or more negative reviews can push away almost 60% of potential buyers.
Patterns of repeated bad experiences destroy confidence.
Even with many positives, customers tend to focus on clusters of negative reviews.
This proves how important it is to monitor and address complaints quickly.
Fake positive reviews can hurt trust just as much as negative ones.
When customers suspect a business is inflating ratings, it damages credibility.
Shoppers prefer authentic mixed feedback over forced perfection. Transparency is more effective than trying to appear flawless.
28. Responding well to negative reviews can win back 33% of unhappy customers.
Not all negative reviews are the end of the road.
A thoughtful and professional reply can repair relationships and show future buyers that the business values feedback.
This turns criticism into an opportunity for trust-building.
Customer behavior and review statistics
Customer behavior is strongly shaped by reviews.
These stats show how feedback guides buying decisions, builds trust, and influences daily shopping habits.
29. 90% of buyers are more likely to convert after reading online reviews.
Reviews work as social proof, helping buyers feel more confident in their choices.
When shoppers see positive feedback from others, they are far more likely to complete the purchase.
This makes reviews a direct driver of higher conversion rates.
30. 70% of customers refer to online reviews before finalizing their purchase decisions.
Reviews have become a standard part of the buying process.
Before spending money, most customers double-check ratings and comments to avoid disappointment.
Ignoring reviews means ignoring a step nearly every shopper takes.
31. Nearly 60% of consumers browse product reviews at least once a week.
Review reading is not just occasional; it’s part of everyday shopping habits.
Consumers rely on reviews regularly, whether they’re buying small household items or planning bigger purchases. This constant behavior shows the ongoing influence of feedback.
32. 82% of consumers read product reviews before purchasing on B2C or B2B platforms.
Reviews aren’t limited to retail shopping; they matter across industries.
Whether it’s a new software subscription for a business or clothing from an online store, buyers check reviews to confirm value and reliability.
33. Reviews influence about 66% of consumers “frequently” or “very frequently.”
Most shoppers admit that reviews often shape their decisions, not just occasionally.
This frequent influence means feedback plays a bigger role in purchases than traditional ads or marketing claims.
34. 37% of shoppers cite customer reviews as a key part of comparing products online.
Reviews help customers look beyond product specs and prices.
They provide real-world insights into quality and usability, giving buyers more confidence when comparing options. This makes reviews central in competitive markets.
35. Reviews influence 32% of online purchases more than discounts or coupons.
While promotions attract attention, many customers still base their final decision on reviews.
Authentic experiences from other users feel more reliable than temporary discounts, proving trust is stronger than price cuts.
36. 54% of consumers trust online reviews more than personal recommendations.
Over half of shoppers now see online feedback as more reliable than advice from friends or family.
This shows how reviews have evolved into a powerful stand-alone trust factor in the customer journey.
37. 77% of respondents find online reviews “mostly” trustworthy.
Despite concerns about fake reviews, most people still rely on them as a reliable guide.
This trust puts pressure on businesses to maintain authentic and transparent feedback across platforms.
38. 46% of consumers trust online reviews as much as they trust family and friends.
For nearly half of buyers, online reviews carry the same weight as close personal recommendations.
This demonstrates how digital trust has reshaped consumer behavior and decision-making.
Industry-specific review statistics
Different industries rely on reviews in unique ways. These stats show how feedback shapes trust and decisions in food, healthcare, travel, e-commerce, and more.
39. 87% of diners read online reviews before choosing a restaurant.
For the food industry, reviews are often more influential than menus or ads. Diners rely on feedback about service, taste, and cleanliness to decide where to eat, making reputation critical for restaurants.
40. 81% of patients check healthcare reviews before booking a doctor.
Healthcare is one of the most review-sensitive fields.
Patients want reassurance about trust, professionalism, and bedside manner, which makes reviews vital for building confidence and attracting new patients.
41. 77% of travelers read hotel reviews before booking a stay.
Travel reviews on sites like TripAdvisor or Google Maps carry huge weight.
Guests expect honest feedback on comfort, service, and safety before committing to a trip. Positive reviews can directly drive higher bookings.
42. 95% of shoppers read product reviews before buying online.
E-commerce customers rarely purchase without checking what others say first.
Reviews reduce risk, highlight product quality, and provide real experiences that pictures and descriptions cannot fully show.
43. 84% of home service customers trust reviews before hiring.
Plumbers, electricians, and contractors often win or lose jobs based on reviews.
Customers want proof of reliability and professionalism before letting service providers into their homes.
44. 86% of beauty and personal care customers check reviews first.
From salons to skincare, reviews help buyers feel safe about spending money on personal services or products.
Honest reviews act as social proof in industries built on trust and results.
45. 69% of retail shoppers use reviews to compare brands.
In retail, reviews are a powerful tie-breaker between similar products.
Shoppers often rely on star ratings and customer stories to choose one brand over another.
46. 75% of job seekers read company reviews before applying.
Platforms like Glassdoor influence how candidates view potential employers.
A poor employer reputation can drive away top talent, just like negative product reviews push away buyers.
47. 79% of auto buyers read dealership reviews before visiting.
Car purchases are high-investment decisions, and reviews play a big role in trust.
Dealerships with higher ratings attract more test drives and close more sales.
48. 90% of parents check school or childcare reviews before enrolling children.
Education and childcare decisions are deeply personal.
Reviews give parents reassurance about safety, teaching quality, and overall trust, shaping long-term choices for families.
Social media and user-generated content statistics
Social media has become a major source of customer feedback.
These stats show how reviews, photos, and videos shared online influence trust and buying decisions.
49. 40% of consumers read reviews on Facebook before choosing a business.
Facebook reviews remain a trusted source, especially for local businesses.
Many buyers check star ratings and comments directly on business pages before making a decision.
50. 34% of internet users read product feedback on YouTube.
Video reviews and unboxings are powerful forms of user-generated content.
Seeing real experiences on video helps customers trust products more than ads.
51. 31% of shoppers rely on Instagram posts or stories with reviews.
Visual platforms like Instagram build credibility through photos and short testimonials.
This type of user-generated content creates social proof that feels authentic.
52. 79% of people say user-generated content impacts their buying decisions.
Customers believe photos, videos, and reviews from other buyers are more honest than brand-created marketing. UGC is seen as unbiased and relatable.
53. 51% of consumers look for reviews that include images or videos.
Shoppers trust visual proof more than text-only feedback. Photos and videos of products in use make reviews more convincing.
54. 60% of buyers say Google reviews are more influential than Facebook or Yelp reviews.
Even though social media platforms matter, Google dominates in terms of credibility and influence. Still, social reviews add another layer of trust.
55. 45% of millennials trust online reviews shared on social platforms more than traditional ads.
Social reviews feel like peer recommendations. For younger generations, UGC often shapes brand perception more than paid marketing.
56. 72% of consumers follow brands on social media to check customer reviews and feedback.
Social channels act as ongoing reputation hubs. People track how brands interact with feedback before engaging or buying.
57. 55% of shoppers say they are more likely to buy if reviews are visible on social media.
Highlighting customer voices directly on platforms like Instagram or TikTok helps convert followers into customers.
58. Businesses that share UGC on social platforms see a 28% lift in engagement.
User-generated reviews and testimonials outperform branded content.
Sharing real customer voices boosts visibility and builds credibility at the same time.
Conclusion
Online reviews are now a normal part of how people decide what to buy and who to trust.
The numbers show that customers read reviews before making choices, and those reviews can help or hurt a business more than ads ever will.
Good reviews build trust and bring in more sales, while bad or fake ones can push customers away.
People turn to Google, Yelp, Facebook, and even social media posts before they act, which makes reviews a powerful signal in every industry.
For businesses, this means reviews can’t be ignored. Asking for honest feedback, replying to customers, and keeping a strong rating across platforms will not only protect reputation but also help win more loyal customers over time.
Sources
Wisernotify | Backlinko | BrightLocal
Frequently asked questions
Online reviews help customers decide if they can trust a business. Good reviews attract new buyers, while negative reviews can drive them away.
Research shows that more than 90% of consumers read reviews before buying. Reviews have become part of almost every purchase decision.
Google is the most trusted platform for reviews. Customers often check a Google Business Profile before visiting a store or booking a service.
Negative reviews can lower trust, but they also make feedback look real. A professional and helpful response can turn a bad review into a chance to show good service.
Most shoppers form an opinion after reading between 5 and 10 reviews. A consistent pattern of positive feedback matters more than just one or two comments.
Yes, fake reviews damage credibility. Many buyers are quick to spot reviews that sound dishonest, and this can make them avoid a business.
It’s best to ask regularly, right after a purchase or service. Fresh reviews keep a profile active and help customers see that the business is trustworthy today.
Yes. Most people expect replies within a few days. Responding shows that the business values feedback and cares about customer experience.
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