88 Percent Of Consumers Trust Online Reviews Up To As Private Information

About Nearby Client Review Survey 2016

That is the 4th year we’ve conducted this research into consumer use and attitudes toward online testimonials. In May-June, we mailed a questionnaire to our neighborhood customer panel and obtained 2,104 completed survey answers. All respondents are out of the USA (90 percent) and Canada (10 percent).

The use of the poll is to understand how online reviews affect the attitudes of consumers toward neighborhood companies and the way they directly influence purchasing local small business services The poll includes 13 questions. The following four graphs represent a number of the main findings of this survey. Total survey results and figures can be seen on Bright Local.

Example of Good Reviews from Feet First Clinic

Critical Resource:

  • 88 percent have read testimonials to ascertain the quality of a local company (averaging 85 percent in 2015)
  • Just 12% don’t read reviews (averaging 15 percent in 2015)


Almost 9 in 10 customers have read online reviews to find out the standard of a regional organization, and 39 percent do this on a regular basis. Even the “trend line” within the past four decades demonstrates how much more frequently individuals are reading testimonials, clearly highlighting the demand for local companies to entice more testimonials and actively manage their online reputation.

The constant decline of customers from the “No” column also makes it possible for us to predict the manner consumer attitudes are very likely to keep on changing in the long run.

85 percent Of Consumers Say They Keep To Ten Reviews

Essential Resource:

67 percent of customers stated they read six reviews (averaging 77 percent in 2015).

85 percent of clients indicated they read up to Ten testimonials (averaging 92 percent in 2015).

7 percent of customers reported they read 20+ testimonials (averaging 2% in 2015).


Eighty-five percentage of clients are satisfied once they’ve read around ten online reviews to get a regional business. But, there’s a larger proportion of consumers who read more than 20 reviews. This signifies more involvement with inspection websites, but does this also highlight trust difficulties? Do customers now feel that they will need to read positive reviews before creating trust? (More about that below.)

It goes without saying that these reviews must be not just active, but also refreshing; if customers only read the most recent reviews, it is imperative to make confident that these latest testimonials and positive.

Critical Resource:

  • 72 percent of customers state that positive testimonials make them hope a neighborhood company more (averaging 73 percent in 2013)
  • 10 percent of clients do not require any note of online reviews (averaging 12 percent in 2013)


This highlights exactly how important they are to get a neighborhood organization, and it is apparent that reputation management is something which can’t be ignored. Any reviews that are negative will “directly impact” customer acquisition and, then, company earnings.

Only 1 in 10 customers don’t take any note of online reviews (averaging 12 percent in 2015). We can see that this percentage is diminishing year-on-year as inspection ingestion becomes more commonplace.

Critical Resource:

  • 88 percent of customers say they expect online testimonials as far as private recommendations (averaging 79 percent in 2013)
  • Just 13% stated they don’t anticipate reviews as far as individual proposals (averaging 21 percent in 2013)


For almost 9 in 10 customers, an internet report is equally as significant as an individual judgment. But, this hope includes a caveat. There’s nearly a 50/50 split in that which pushes hope for this 88 percent of customers. For one-half, this hope will only be allowed if there are numerous reviews to see. For the flip side, this hope depends upon the testimonials being authentic.

The topic of bogus reviews has had lots of news coverage and can be obviously from the understanding of the typical consumer. It is very likely they’ll simply be discerning in their hope of testimonials as this problem becomes more widespread.