Zac Johnson
Zac Johnson
Zac Johnson is on the Brand.com Board of Advisors and is the Brand.com Blog Moderator. Zac has over 17 years of experience in internet marketing and branding and has helped generate millions of dollars in business for brands and individuals of all sizes across the world. He is compensated for his contributions to the Brand.com Blog.
October 3, 2013 at 11:00 am |

Who is Reading Your Online Reviews – Infographic

Knowing what your audience and customers want is crucial to the success of your business. Not only does Brand.com help with this process, but they also know the importance of customer reviews and how people react and engage with a service or brand after reading them.

In the infographic below we have listed some of the different ways online reviews can influence decision making and how important they are for your business.

  • 65% of people say they used their mobile device to find a business
  • 65% of consumers read between 2-10 reviews
  • 68% of women consult online reviews, along with 66% of men
  • 58% of consumers trust a business that has positive online reviews
  • 72% of consumers trust online reviews as much as personal recommendations
  • 70% of people have used the internet to find a local business in the last 12 months
  • 27% of consumers regularly use online reviews to determine which local business to use
  • 16% of consumers said they used the internet every week to find local businesses
  • 15% of consumers said they had not used the internet to find a local business

As you can see, the percentage of people that are searching for online reviews and trusting what they read is extremely high. Through the use of the Brand.com Command Center you can improve your online reputation and customer acquisition by making sure your positive content and reviews appear on the first page of search results.

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Zac Johnson
Board Advisor at Brand.com
Zac Johnson is on the Brand.com Board of Advisors and is the Brand.com Blog Moderator. Zac has over 17 years of experience in internet marketing and branding and has helped generate millions of dollars in business for brands and individuals of all sizes across the world. He is compensated for his contributions to the Brand.com Blog.
Zac Johnson
Zac Johnson
69 comments
Angel Santiago
Angel Santiago

Online reviews are definitely the first thing I search for when looking to purchase a product or service. I mean it is literally the only way of getting a realistic expectation of your purchase. Great post.

Ben Badilla
Ben Badilla

This is a great infographic! Businesses need to realize how important online reviews are now during the age of technology.

Thomas Navin
Thomas Navin

The fact that only 15% of consumers have not used the internet to find a local business shows how important it is to have a flawless online reputation.

Dennis Brown
Dennis Brown

If you're in business, you need to have a web presence. Better yet, you need that web presence to be strong and present you in the best light. This great infographic is a strong visual indicator of the need for suring up your own brand online.

constante quirino
constante quirino

wow, to be honest, I haven't thought about this much, if at all. Even though personal business experiences lean more to the subjective or qualitative side, it's interesting to see how a large segment of online consumers base so much of their own opinions on reviews.

samantha.wanner
samantha.wanner

Great infographic! The Online Reviews infographic is a great resource to determine how to reach your audience!

mikem7
mikem7

These stats show the importance of a good mobile interface for businesses as well as the effect of positive online reviews. Accessibility and credibility are the keys to success for businesses online.

Harrison Pew
Harrison Pew

This Infographic just goes to show how crucial it really is to maintain your online reputation for your company, as well as yourself. The fact that this many people rely so heavily on online reviews portrays how this generation of consumers operates. Brand.com's Command Center is the best way to get started on this process.

Genevieve Moser
Genevieve Moser

Love the infograph! Only 15% of people do not use the internet to find a local business. This just goes to show that you have to protect your online reputation

Adam C
Adam C

Sometimes it is shocking what people believe is real, but then again if you don't have any other content for people to base the judgment on, you can't really blame them for believing some jack ass on a review site. "60 % of the time, it works every time" .

Jane't Jones
Jane't Jones

The infographic well displays how people connect with the internet to find information pertinent to a business' online reputation. There are people who say they don't use the internet and therefore discount its relevancy to them or their business. That's essentially dismissing a large percentage of potential business needlessly and carelessly. Its foolish to ignore the fact that potential customers care about how you look online whether you do or not. So when options exist like actually taking full control of your online reputation, it should go without saying that you take advantage of them.

Tarek Osman
Tarek Osman

Did anyone see when these statistics are from? Personally I'm shocked they're not higher. About 2/3 of people use their mobile device to find a business? I wonder if we limited this to people with smartphones, what % that would be?

Cliff S
Cliff S

People believe what they read and if you don't get some sort of control over it, things can get out of hand very quickly.

Ann Johnson
Ann Johnson

I wonder what these statistics would look like if it was broken down by age group as well.

Daniel Connolly
Daniel Connolly

Pretty staggering percentages displayed here. If I'm on the go in a new area, I use my phone constantly to see what restaurants and stores are around me. More than likely, a review of the establishment is near the top if not the top listing.

David Tejeras
David Tejeras

That's why it is so important to control what people read online about your personal or business brand.

Direct Response
Direct Response

What an awesome info graphic! The fact that 72% of consumers trust online reviews as much as personal recommendations shows the commercial effect reviews have on businesses. Trillions of dollars in business are affected by reviews every year.

miawallace
miawallace

I Google just about every business or product I plan to use. The statistics are very interesting to see!

Asil1219
Asil1219

I'd say 90% of the time, I check online reviews, especially if I'm out of town or looking to go out of town. It's important to your brand to keep your reviews positive so when people like myself are looking for a business to engage with, yours is amongst them.

John Gottschall
John Gottschall

Online reviews have become this generations word of mouth advertising. I use my mobile device to find businesses every week and only buy from places with positive reviews.

Pete Campbell
Pete Campbell

"72% of consumers trust online reviews as much as personal recommendations" <<< I know for me personally, I do not put a lot of stock in online reviews, unless they are verified. Amazon uses a great method of verifying the review. Maybe sites like yelp should be responsible for verifying something as true, before a post is made.

ElizaAPearce8
ElizaAPearce8

This should definitely be a wake up call to businesses who do not believe that they're effected by bad reviews. So many people rely on and use the internet every day, you never know who is going to read which reviews. If I read a bad review for a restaurant I was considering going to, I would not go. Bad reviews definitely effect businesses.

Monica Johnson
Monica Johnson

The biggest reg flag is that 72% of people trust online reviews as much as personal recommendations. Just goes to show that your online representation is more important than ever.

Dennis DiMarino Jr.
Dennis DiMarino Jr.

These stats are a wake up call for any businesses that think they're not effected by bad reviews. Owners need to know these stats that rely so much reviews. Personally, many times a review has made the decision for me to give someone my business or not.

Cory Adams
Cory Adams

Businesses should view at these statistics as evidence of a paradigm shift and to build brand equity. Online reviews can be monitored, used to refine products and interact more closely with customers. On the other hand a business has zero certainty in terms of what people are saying face to face, and you can only hope that you are being recommended to someone else.

Dave Poly
Dave Poly

Cell phones have really made it difficult for businesses to hid from their bad reviews. People can easily ask Siri or go to a review app to find where they want to eat around them from the palm of their hands. With the increase in smart phone usage, it's important to think about your online presence on mobile as well.

Jeff Glauser
Jeff Glauser

Perception is reality and it's incredible how influential those little star widgets can be! But the reality is that you are what your online image says you are these days, regardless or truth or fairness.

Emily Thompson
Emily Thompson

Having the ability to control the reviews written about your business in invaluable.

Zac Grubb Grubb
Zac Grubb Grubb

I am not at all surprised by these statistics. It's no secret that the majority of people now walk around with smartphones, and when you've got access to limitless information of course people will check out the reviews for each store/restaurant they walk into.

Michael Petrucci
Michael Petrucci

Search engines are the quickest way to estimate a companies integrity. Once I hear about a company and I'm interested in their product or service I will immediately search them on google. 9 out of 10 times I'm doing it with my iphone!

Paul Sweeney
Paul Sweeney

It used to be that people wrote a letter to the manager of a store or restaurant when they were not happy. Only the manager probably saw those letters of complaint. These days dissatisfied customers now pull out their phone and write damaging reviews for the world to see. If these complaints are fair or not, only the business knows for sure. But regardless, online brand management is no longer simply an option, it is a necessity.

Jpileggi
Jpileggi

Wow, nice infographic. It's cool to see the data that backs up the importance of the Internet when it comes to consumer purchases.

Michael Dectis
Michael Dectis

Great read and loved the facts.... 65% of people read 2 - 10 reviews to make a decision on a business. Just shows how important an online reputation is.

Ian S
Ian S

Zac, thanks for the statistics. The 72% of people trusting online reviews as much as recommendations is astounding. I give people those numbers and they don't believe me. When someone tells me their business comes from word of mouth, I let them know that this may be the case, but people are still searching you to see whats out there. Controlling your online reviews as a business is soooo important!

Kyle McGrath
Kyle McGrath

Establishing your demographic is easily one of the most important factors to any business. It's 2013, people make at least half their decisions based on what Google puts in front of them on page one and what other people are commenting. Love this stat: "72% of consumers trust online reviews as much as personal recommendations"

Samantha
Samantha

People really do trust what they are reading.

Ryan Maley
Ryan Maley

Times are changing and business' have to get on board with staying on top of what their online reviews are portraying. Whether the reviews are valid or not, they are still influencing countless consumers.

Krystal Shannon
Krystal Shannon

I would think more than 16% of people use the internet to find a local business. I use Google Maps daily for directions and locations.

Anna Albrecht
Anna Albrecht

I definitely check reviews for almost everything I buy online, especially Amazon reviews. But even ordering pizza, I'll consult the great Google about which local shop is the best. You are what Google says you are!

John Lamplugh
John Lamplugh

The statistics of people searching for reviews is increasing. Whenever I am out of town, the first thing I do is look up the reviews of the local shops and restaurants.

Mike Griffenberg
Mike Griffenberg

I'm actually surprised by some of these numbers, I would have thought they would have been higher. What are the 30% who don't use the internet to look up a business using, the Yellowpages?

Jason Huff
Jason Huff

This is great for showing clients that the reviews online actually do affect their business. Businesses must do what they can to take control of their online image!

Adam felch
Adam felch

I find these stats very interesting. Although I would venture to guess that these would jump when the product or service is either a very large financial investment, or something extremely personal such as choosing a Dentist or Plastic Surgeon. Personally, I tend to focus more on product reviews when I am looking for a gift for someone else. I'll even say that I did my research and tell the person I am giving said gift to that it had the best reviews or came highly recommended. I would think most people do the same.

The_Sizzle
The_Sizzle

I agree with Brianna, I'd like to see breakdowns of doctors/restaurants/hotels/etc. I never go to a doctor or a hotel before searching them.

Brooks Brecker
Brooks Brecker

I am skeptical that 72% of people believe online reviews. Most of the people I interact with know better.

Anna Barker
Anna Barker

Agree! This is scary that review sites are allowed to post reviews that are fake like they do. If it has a direct impact on businesses, review sites should have responsibility to verify reviews that are fake or logged as fake.

Chris Meier
Chris Meier

@MikeGriffenberg: No, they are using yellowpages.com, and that site has reviews too!

Dave Freemann
Dave Freemann

I have the feeling that in the coming years, as more and more people realize sites like Yelp are not credible, that you'll see this number drop dramatically.

Zac Johnson
Zac Johnson

I've actually seen reports with higher numbers than 72%. Unfortunately the general public isn't as knowledgable as your friends. :P

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