67 Customer Review Statistics

The increasing digitization of the world has made reviews the primary way for customers to gauge a business. Customers rely on reviews to make better-informed decisions, and companies can directly receive feedback and engage. Below you can find customer review statistics that show the importance of positive online reviews.  

Reviews as a Deciding Purchasing Factor

  • About 95% of shoppers read the customer reviews before making a purchase online (PowerReviews 
  • 78% of consumers were satisfied with their final purchase after reading online reviews (Broadly 
  • 72% of consumers wait to read reviews before they take action and decide to purchase (TestimonialEngine)   
  • Customers are 71% more comfortable purchasing after reading reviews (3D Cart 
  • Reviews have a more significant impact on the purchase likelihood of higher-priced items (380% more likely) than cheaper ones (190% conversion rate) (Spiegel 
  • 66% of buyers seek information outside of vendor materials during the purchasing process (CMI and SmartBrief 
  • Buyers are 270% more likely to purchase a product that has five reviews than a product with no reviews (Spiegel 
  • Between two products with similar ratings, buyers are more likely to buy the product with more reviews (PsychologicalScience 

Impact on Businesses

  • 92.4% of B2B buyers are more likely to make a purchase if they read a trusted review, yet only one in five companies is considering adding reviews to their marketing strategy ( LearningHub)  
  • Businesses that have more than 82.5 reviews earn 54% more revenue than average, whereas companies with less than 82 reviews earn 15% less revenue than average (Womply)  
  • 15% of Google’s ranking algorithm are derived from online reviews of local businesses (Moz)  
  • On average more than 25% of a brand market value is directly linked to its reputation (Deloitte)  
  • Companies with more than nine new reviews every day earn 52% more than average. Businesses with 25 or more new reviews make 108% more than average. (Womply)  
  • Businesses that claim their free listings on at least three review sites earn an average of 36% more revenue (Womply)  
  • 63% of customers are willing to pay 15% more for the same product or service only to ensure they are a better experience (Podium)  

Trends in Customer Reviews

  • 65% of shoppers want to see more user-generated content in reviews like photos and videos (PowerReviews 
  • Businesses average 82.5 reviews across all reviewing platforms (Womply)  
  • 67% of consumers say they wouldn’t use companies if their reviews said they didn’t follow COVID-19 guidelines (BrightLocal 
  • Customers do not entertain reviews that are older than three months (BrightLocal 
  • 40% of customers only find reviews that are not older than two weeks relevant (BrightLocal 
  • Almost all (97%) of consumers use online media when making local purchases (PRNewswire 
  • 71% of B2B buyers look at reviews during the consideration phase of purchasing ( LearningHub 
  • Last year 93% of consumers searched online for a local business (BrightLocal 

General Customer Reviews Statistics

  • Shoppers rated categories like electronics (82%), appliances (80%), and computers (80%) as the most important categories for reviews (PowerReviews 
  • Industries in which consumers read most reviews are: restaurants, hotels, medical, automotive, and clothing stores (BrightLocal 
  • Most shoppers (66%) read between 1-10 reviews before making a purchase (PowerReviews 
  • On average, local businesses have 39 customer reviews on Google, with 74% of businesses have at least one review (BrightLocal 

Obtaining Customer Reviews

  • 77% of consumers would be willing to leave a review online if asked by a business (Podium 
  • Customers (75.4%) are willing to answer five or fewer survey questions (GatherUp 
  • 68% of consumers are willing to leave a review for a local business if asked to do so (BrightLocal 
  • The number one reason consumers do not engage with vendors more often is irrelevant content (Marketo 
  • 80% of reviews originate from post-purchase emails asking shoppers to review their purchase (Spiegel 
  • Consumers (76%) find content shared by their peers more honest and trustworthy than brand content (AdWeek 

Trust in Online Reviews

  • It is estimated that around 10-30% of all online reviews are fake (100Reviews 
  • 95% of consumers believe reviews are fake or have been censored by the company if they do not have any negative reviews (Reevoo 
  • 79% of consumers stated that they trust online reviews as much as a personal recommendation from a friend or family (Statista 
  • Three in four customers avoid and do not trust advertisements (Edelman 
  • A business needs to have at least 40 online reviews before customers believe its average star rating (BrightLocal 
  • Customers are 15% more likely to purchase when the reviews are from verified users rather than anonymous reviews (Spiegel 
  • 83% of shoppers found businesses with genuine reviews from customers on their landing page to be more trustworthy (BrightLocal 

Responding Affects Brands 

  • 33% of customers who got a response from a company after leaving a negative review turned around and left a positive review, while 34% deleted the original negative review (Mackcollier 
  • Consumers spend 49% more money purchasing from businesses that reply to reviews (Womply)  
  • 75% of businesses do not respond to any reviews (Womply)  
  • When companies reply to online reviews, it makes customers feel they care about them (41%), they have excellent customer service (35%), and they are a trustworthy brand (22%) (Bazaarvoice)   
  • Businesses that replied to at least 30% of reviews experienced an 80% higher conversion rate than businesses that responded to 10% of reviews (Uberall 
  • 53% of consumers expect a reply to their review within seven days; however, 63% say they never got an answer from a business (ReviewTrackers 
  • Businesses that reply to at least 25% of their customer reviews average 35% more revenue (Womply 
  • 96% of consumers read business’s replies to reviews (BrightLocal 
  • By not responding to buyer’s reviews, companies face an increase in customer churn by 15% (Chatmeter 
  • Seven out of 10 buyers changed their perception of a brand after the business replied to an online review (Marketing Charts 
  • Replying to just one customer reviews increases a business’s revenues by 4% (Womply 

Positive and Negative Customer Reviews Statistics

  • Most businesses receive on average 19% bad reviews (Womply)  
  • 67% of B2B buyers prefer to see a mix of positive and negative reviews, stating it provides depth and insight when making a purchasing decision (LearningHub)  
  • Employers with bad reviews and reputation have to spend 10% more per hire (Harvard Business Review)  
  • Four out of five customers have changed their mind about a purchase after reading a negative review online (PRNewswire)  
  • If a business has positive reviews, customers spend 31% more (Broadly)  
  • Companies whose reviews are 15-20% negative earn 13% more in annual revenue than businesses whose are 5-10% negative (Womply)  
  • Negative reviews can make 92% of consumers less likely to use a local business (BrightLocal)  
  • Customers spend more than five times as long on a business’ website when they interact with negative reviews (Reevoo)  
  • After reading a positive review, 54% of consumers visit a local business’ website (BrightLocal)  
  • 82% of shoppers seek out negative reviews; among consumers under 45, it jumps to 86% (PowerofReviews)  
  • 39.5% of B2B buyers say negative reviews build credibility for a product (G2 and Heinz Marketing)  

As seen by the customer reviews statistics above, online reviews are a significant factor in the customer’s decision-making process. Businesses need to embrace and invite customers to leave reviews and implement them in their marketing strategy.