Research into online reviews
Admin • January 10, 2020
The annual Local Consumer Review survey has just been released and it’s packed with useful insight and shopper habits. It’s well established that online reviews are now an intrinsic part of the eCommerce experience – so what does this year’s survey show us?
Positive reviews are crucial
If you haven’t yet focused on your online reputation, the latest Local Consumer Review survey confirms that you really should. The research found that 91% of consumers are more likely to use a local business if they see positive reviews. Likewise, 82% of consumers say negative reviews put them off using a business.
The majority of consumers search for local businesses
In the last 12 months, 90% of consumers have used the internet to find a local business. A total of 33% of consumers do so each and every day, 60% conduct a search once per week and 70% search online for a local business once per month.
Most shoppers read online reviews
According to the survey findings, 82% of consumers read online reviews for local businesses they are considering buying from. More and more, consumers always read reviews before they interact with a business. Over half of those aged 18-54 say that they ‘always’ read a local business review.
Online reviews aren’t confined to one device
When it comes to reading reviews, local consumers don’t limit themselves to one device. They search on desktop, mobile, tablets and apps – suggesting reviews are important at all stages of the purchase process and consumer discovery journey.
Positive reviews lead to positive actions
This year’s research revealed that 32% of consumers will typically visit a local business website after reading a positive review, meaning a strong online reputation can be a real boost to conversions. A further 16% of consumers will take it a stage further and visit the business after they read a positive online review.
Star quality and recent reviews matter
Local consumers are well versed in the use of reviews within their decision making process and as a result, they have certain expectations and criteria which your review profile needs to meet. 58% of consumers say they pay the most attention to how recent reviews are (so you need to maintain a constant influx), 57% say star rating is important to them and 39% say a business response to reviews matters. 48% of consumers say they’ll only take into account reviews left within the last two weeks.
Average star rating is important
Unsurprisingly, star rating matters to local consumers. Those with less than five stars lose around 12% of their potential business. Only 53% of consumers would use a business with less than a four-star rating.
For more tips and hints on reviews and website design, feel free to get in touch with us at Digital Inspired.
Unlock SME growth by mastering digital mindset strategies. Discover practical tips, insights, and long-term benefits to future-proof your business and drive innovation.
Master brand story: crafting with our practical playbook. Discover brand strategies and tips to connect deeply, boost loyalty by 20%, and elevate your SME's websites and apps for real growth.
Unlock SME content strategy secrets to boost digital content engagement on websites and apps. Drive conversions with website content planning, mobile app narratives, and compelling brand storytelling for real growth.
Explore agile development for SMEs with 2026 trends like iterative development and responsive development. Achieve speedy website launches and business growth on time.
Discover 7 practical strategies for mastering user experience and creating intuitive digital products that drive engagement, loyalty, and growth for your SME in 2026.
Unlock design that converts for your SME with this step-by-step guide. Boost conversions through visual design impact, UI UX conversion, and brand aesthetic strategy to drive growth and sales.
Discover how strategic digital sales can revolutionise your business growth in 2026 with purpose-built digital products designed to boost revenue and customer engagement.
Discover the Digital Inspired difference - our hands-on partnership approach delivers exceptional digital solutions that drive real growth for your SME.
Discover how mobile-first design transforms business websites from static pages to powerful revenue engines. Learn implementation strategies and unlock your SME's digital potential.
Discover how mobile apps for SMEs can transform your business in 2026 with these four key trends that boost customer engagement and drive measurable revenue growth.