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An In Depth Guide to Online Review Statistics 2024: Do They Matter?

Online Review Statistics


In this day and age, are online review statistics still relevant?

With the exponential growth of online retail and service provision over the past three years, those who make purchases online have become more careful before buying or paying for anything. Online shoppers have become more discerning when buying anything from a website or a retail hub, doing the necessary research to make more informed decisions to ensure that they get the best value for money through quality merchandise.

One way by which one can learn about the viability, availability, and overall quality of a product is through online customer reviews. Market research firms note that 95% of online shoppers check out relevant reviews to weigh the merits of one product against another. Reviews are also a great way to discover new businesses within your community; around 8% of online customers have found local shops through reviews.

In today's feature, we discuss a number of key metrics related to the impact that customer reviews have on online businesses and how these can make or break your enterprise by either drawing in or repelling consumers. Are review statistics 2024 worth it?

Understanding the Audience

Do People Actually Read Customer Reviews?

Do People Actually Read Customer Reviews
Do People Actually Read Customer Reviews

If we're talking about whether online review statistics still has a bearing on your business, the first question is whether customers actually pay attention.

You’d be surprised at just how many actually take the time to look reviews over prior to making a purchase: approximately 89% of online shoppers read the reviews whenever they contemplate making online purchases. That said, at least nine out of every ten online shoppers will check out the reviews related to a product they want to buy.

This pre-purchase practice is usually seen among those who contemplate the purchase of digital items like ebooks, multimedia downloads, and even online learning courses. Unlike tangible products, which usually come with photos so that buyers can see what they look like prior to buying, digital products only have a text description going for them. 

In this case, reading through the customer review statistics of those who have availed of a course or who have read an ebook helps those who are thinking of doing the same.

Additionally, 57% of online customers in the United States say that reading through review statistics beforehand allows them to make a more informed decision when they finally make a purchase.

Who Takes the Time to Read Online Reviews?

Who Takes the Time to Read Online Reviews
Who Takes the Time to Read Online Reviews

Approximately 52% of adult online shoppers between the ages of 18 and 54 say that they make it a point to read reviews much as personal recommendations for both products and downloadable items prior to making a purchase. 

To break things down further, it is estimated that 30% of customers under 45 check the reviews whenever they're poised to purchase. The figure is slightly lower among those between 45 and 68, which is around 19.7%.

Around 39% of much older customers – those over 55 years of age – find online reviews as reliable as recommendations made to them personally by friends or family. This is somewhat surprising as the Baby Boomer generation isn't exactly known to be clued into online retail, but figures from the past three years show that the pandemic has driven older people to consider buying things online as opposed to at a brick-and-mortar facility.

That said, evaluating online review statistics has an audience, and businesses need to pay attention.

Where Do People Usually Read Reviews?

Where Do People Usually Read Reviews
Where Do People Usually Read Reviews

There's a reason why online review statistics matter. It should not come as a surprise that customers check out the reviews on Google, Yelp, and even on social media in order to learn more about a product / service or to see whether or not other buyers found it satisfactory.


Around 63% of online shoppers go on Google whenever they want to do a deep dive into a product and the company behind it. This is understandable as local businesses listed on the search engine have 39 reviews apiece on average, though this is dependent on the sector they belong to. Consider this: Companies in the hospitality industry usually have over 300 reviews on their Google listing.


As of December 2021, review platform Yelp currently has more than 224 million reviews produced by more than 31 million individual users. Of these reviews, the bulk cover the home sector, local / domestic services, and the food-and-beverage sector, collectively clocking in at 18%. Online shopping comes second, while beauty and fitness product or service reviews are in third place.

Social Media

Interestingly, reviews shared on specific social media platforms actually have more impact than those featured on others. Case in point: any reviews posted on X, the platform formerly known as Twitter, will improve product sales by around 6.46% compared to those posted on Facebook. Indeed, reviews posted on the Meta flagship boosted online sales just marginally.

International Perspective

International Perspective
International Perspective

While much of my article has focused on the United States, it's important to understand that online review statistics are a global phenomenon with nuances that differ from one country to another. In today's interconnected world, reviews cross borders and have the power to influence consumers worldwide.

For instance, a study showed that in Asian countries like Japan and South Korea, people read online reviews but place a higher value on expert opinions and certifications. In contrast, countries in Europe such as Germany and the UK give more weight to customer reviews over expert endorsements.

Moreover, the percentage of people who read online reviews before making a purchase can vary significantly across different continents. For example, according to recent statistics on online reviews, up to 95% of consumers in North America read reviews, whereas the figure stands at around 85% in Asia and 90% in Europe. This goes to show that while online reviews are universally important, there are regional variations that businesses should be aware of to effectively engage with their global customer base.

Language barriers also play a significant role. A product with reviews only in English may not perform as well in non-English speaking countries, impacting review statistics in these regions. Therefore, businesses need to consider translating reviews and offering multilingual customer service to fully tap into international markets.

Finally, it's worth noting that some countries have specific regulations and cultural norms surrounding online reviews, affecting how they are collected, displayed, and even how they can be legally used for marketing. Businesses need to be savvy about these when looking at review statistics on an international scale.

Industry-Specific Impacts

Impact on Different Industries

Impact on Different Industries
Impact on Different Industries

When discussing online review statistics, it's important to understand that the impact varies widely across different industries. Much as personal recommendations have a more profound effect in certain sectors, online reviews play a unique role in each industry. For example, in the hospitality sector, customer review statistics often serve as the cornerstone for a potential guest's decision-making process. People read online reviews meticulously before booking a hotel or a restaurant reservation. In healthcare, reviews can significantly influence a person's choice of a healthcare provider or facility.

Statistics on online reviews reveal that in the tech industry, reviews may not hold as much sway as expert opinions or specs. In the fashion industry, on the other hand, a high percentage of people turn to customer testimonials for insights on sizing, quality, and comfort. Reviews also matter when it comes to local services like plumbers or electricians, where review statistics 2024 indicate that trust is a major factor in choosing a service provider.

Interestingly, when examining reviews, what percentage of trust is placed on them can also be sector-dependent. For example, 90% of potential patients read reviews before choosing a healthcare provider, while the same can be said for only 70% of people shopping for a new phone.

This variability across industries suggests that businesses need to adapt their review management strategies accordingly to leverage the full potential of online reviews.

Impact on New vs. Established Brands: The Double-Edged Sword of Online Reviews

Double Edged Sword of Online Reviews
Double Edged Sword of Online Reviews

Online reviews hold different kinds of weight for new and established brands. As customer review statistics highlight, the impact is often a double-edged sword, offering opportunities and challenges unique to each.

The Newcomers: A Chance to Shine or Stumble

For emerging brands, online reviews are a golden ticket to visibility and credibility. Statistics on online reviews indicate that a staggering percentage of people read online reviews before making a purchase, and this is especially true for unknown brands. Positive reviews can give new brands the validation they need to attract wary consumers. At the same time, negative reviews can be particularly damaging, given that new businesses lack an established reputation to counterbalance them.

What Reviews Mean for New Brands:

  • Credibility Boost: Positive reviews act as a stamp of approval, serving to legitimize the brand in a crowded marketplace.
  • Viral Potential: A glowing review from an influencer or a satisfied customer can quickly go viral, exponentially increasing visibility.
  • Sharp Learning Curve: Negative reviews, while damaging, offer a quicker feedback loop for the brand to make necessary adjustments.

The Established Players: Maintaining the Lead

For established brands, online reviews often reinforce existing perceptions rather than creating new ones. However, the reviews' what percentage, both positive and negative, should never be underestimated. Established brands have much to lose; a string of negative reviews can erode years of built trust.

What Reviews Mean for Established Brands:

  • Confirmation Bias: Positive reviews serve to confirm what loyal customers already believe, strengthening brand loyalty.
  • High Stakes: Bad reviews can be disastrous, as they are amplified by the brand's notoriety, making damage control crucial.
  • User Engagement: Encouraging existing customers to leave online reviews can result in valuable user-generated content, further boosting the brand’s SEO and online presence.

The Psychology and Evolution of Online Reviews

Psychology Behind Reviews

Psychology Behind Reviews
Psychology Behind Reviews

Understanding the psychology behind online reviews is crucial to interpreting the broader context of online review statistics. People are inherently social beings, seeking validation and guidance from others, much like they would from personal recommendations. This social proof concept is at the heart of why people read online reviews before making a purchase or choosing a service. It's a psychological shortcut that helps people make decisions in a world overwhelmed with choices.

According to various customer review statistics, positive reviews often invoke a sense of trust and credibility. The mere number of good reviews can significantly boost a product or service's perceived value, triggering a bandwagon effect where more people are likely to jump on board simply because others have. In contrast, negative reviews activate caution and skepticism, frequently triggering what psychologists term as “negativity bias,” where bad experiences weigh more heavily in our decision-making process than good ones.

But it's not just about positive or negative reviews. How balanced a review is can also impact its credibility. A review that is too glowing with no downsides may be perceived as fake, while a negative review that fairly outlines the pros and cons may still positively impact a decision. When it comes to reviews, what percentage of them are perceived as genuine also significantly influences trust levels.

Statistics on online reviews suggest that people also look for patterns. A single negative review among dozens of positive ones is likely to be dismissed as an outlier. However, if multiple reviews mention the same specific issue, it gains importance and becomes a focal point for potential consumers.

Finally, the timeliness of reviews also matters. review statistics 2024 indicate that more recent reviews carry more weight because they are considered a more accurate reflection of the current state of a product or service.

Trends Over Time: The Evolution of Online Reviews

The Digital Evolution

While we've already discussed online review statistics 2024, it's important to take a step back and look at the broader trajectory of how the importance of reviews has changed over time.

Before the digital era, word-of-mouth and personal recommendations were the primary ways people discovered and assessed products or services. With the advent of the internet, and later, social media platforms, customer reviews found a new, more permanent home online. The turn of the century saw the birth of dedicated review websites like Yelp and TripAdvisor, which became go-to sources for consumers looking to make more informed decisions.

Fast-forward to today, and we see that the pandemic has amplified the role of online reviews. As brick-and-mortar shops faced lockdowns, the digital marketplace took center stage. Statistics on online reviews indicate a notable uptick in both the number of reviews being written and read during this period. People are leaning into customer review statistics more than ever, with an estimated 95% of consumers now reading reviews before making an online purchase, compared to 89% pre-pandemic.

One intriguing trend is the emergence of video reviews and unboxing experiences on platforms like YouTube and TikTok. These offer a more immersive, visual form of reviewing that statistics show are increasingly influencing younger shoppers.

But it's not just about what the reviews say; it's also about how they look. Recent review statistics suggest that reviews with visual aids, like photos or videos, receive more interaction and are perceived as more trustworthy by consumers.

The COVID-19 pandemic has also influenced what people are reviewing. Previously under-reviewed sectors like healthcare and online education are now receiving more attention as they become more integral to daily life.

The Dark Side of Online Reviews

Fake Reviews:

Fake Reviews: The Dark Side of Online Reviews
Fake Reviews: The Dark Side of Online Reviews

As we dive deeper into the world of online review statistics, it's impossible to overlook the increasing prevalence of fake reviews that have muddied the waters for consumers and businesses alike. According to various customer review statistics, as much as 20% of all online reviews may be inauthentic or fake, casting doubt on the reliability of what used to be trusted platforms.

Fake reviews come in many forms; some are overly positive reviews posted by the company itself or paid individuals, aimed at inflating their online reputation. Then there are negative reviews aimed at sabotaging competitors. Both types skew the review statistics and can mislead consumers into making decisions they might regret.

The consequences are far-reaching. Fake reviews not only distort actual customer opinion but can also lead to legal repercussions for businesses that are caught in the act. For instance, the Federal Trade Commission (FTC) has started cracking down on this deceptive practice, and violators can face significant fines.

But how does this affect the consumer? Fake reviews erode the trust that is built on the transparency and authenticity that online reviews are supposed to offer. For example, if a large percentage of people read online reviews that turn out to be fake, it undermines the integrity of the review system as a whole, which could potentially turn consumers away from online shopping altogether.

The industry is responding to this issue with advanced algorithms designed to detect fake reviews and revised community guidelines to ensure compliance. Many platforms now also offer a “Verified Purchase” tag to ensure that the review is from someone who has actually bought the product or service.

In an era where statistics online reviews hold significant weight in consumer decision-making, the battle against fake reviews is one that needs to be won to maintain the usefulness and integrity of online reviews. As of now, navigating through reviews requires a savvy approach, considering that a considerable percentage of people are skeptical due to the possibility of encountering fakes.

Legal Aspects: The Thin Line Between Opinion and Libel

Legal Aspects
Legal Aspects

Online reviews can be a double-edged sword. While they provide an opportunity for businesses to gain insights into customer preferences and improve their services, they also expose companies to potential legal challenges. With the increasing prevalence of online reviews, legal disputes involving false negative reviews have become more common.

  1. Defamation and Libel: Businesses can suffer significant financial losses due to false negative reviews. If the review can be proven false and damaging, a business has the legal right to pursue a case of defamation or libel against the reviewer.
  2. Review Policies: Major review platforms like Yelp and Google have policies and procedures for flagging and removing false reviews. However, their internal processes don't prevent a business from taking legal action if the review is libelous.
  3. Customer Endorsements: Some businesses have faced legal challenges for presenting reviews what percentage of which were solicited or financially compensated, without disclosure. These practices may violate the Federal Trade Commission (FTC) guidelines on endorsements.
  4. Right to Respond: Legally, businesses have a right to respond to reviews, both positive and negative. How a business responds can also have legal ramifications. For example, publicly revealing private information about a customer in a response is a legal violation.
  5. State Legislation: Some U.S states have enacted laws that protect businesses from “SLAPP suits” (Strategic Lawsuits Against Public Participation). These laws are intended to prevent businesses from using lawsuits to silence negative yet honest reviews.
  6. International Laws: When considering online review statistics 2024 and beyond, businesses operating globally need to be aware of differing defamation laws in other countries. What may be considered free speech in one jurisdiction could be grounds for a defamation suit in another.

Practical Tools and Tips

Tools and Services: Managing and Analyzing Online Reviews

online review statistics
online review statistics 1

In a world where customer review statistics have a significant impact on consumer decisions and business performance, effectively managing online reviews has never been more crucial. Thankfully, an array of tools and services are available to businesses that aim to streamline the process of collecting, analyzing, and responding to reviews.

  1. Reputation Management Platforms: Services like Trustpilot offer businesses the opportunity to monitor their online reputation across multiple platforms, including Google and social media. These platforms can automatically solicit reviews from customers, making it easier to improve your ratings.
  2. Sentiment Analysis Tools: Softwares such as Lexalytics and MonkeyLearn can automatically categorize the sentiment of reviews, helping businesses understand public opinion at a glance. These are particularly useful for large companies that receive a high volume of reviews.
  3. SEO Tools: Since a significant percentage of people read online reviews and consider them as much as personal recommendations, having positive reviews can improve SEO rankings. Tools like SEMrush can help track how reviews are affecting your search rankings.
  4. Automated Response Software: Platforms such as Sprinklr and Hootsuite offer automated response features, allowing businesses to reply to reviews in real-time, a crucial factor considering that timely responses to negative reviews can mitigate damage and demonstrate a commitment to customer service.
  5. Review Aggregators: Tools like ReviewTrackers and BirdEye aggregate reviews from multiple platforms into a single dashboard, making it easier to monitor your brand's online presence effectively.
  6. Analytics Dashboards: Services like Google Analytics can also offer insights into how online reviews are affecting consumer behavior, such as site visits and conversions, providing a more comprehensive understanding of online review statistics.

For businesses paying attention to review statistics in 2024, investing in one or more of these tools can significantly enhance their online reputation management strategy. It allows companies to take a proactive approach, addressing issues before they escalate and leveraging positive feedback for promotional purposes.

Actionable Tips: Turning Insights into Strategies

Actionable Tips
Actionable Tips

After diving deep into online review statistics, customer review statistics, and the intricate legal landscape, you may wonder, “What next?” Here are some actionable tips that businesses can follow to improve their online review profile.

  1. Encourage Reviews: Happy customers are often silent. Encourage satisfied clients to leave positive reviews by sending follow-up emails or offering small incentives. Make it as easy as possible by providing a direct link to your review platforms.
  2. Be Responsive: Respond to reviews as much as personal recommendations. Whether the review is positive or negative, a timely and thoughtful response shows that you value customer feedback. It also helps in managing your online reputation.
  3. Spot Fake Reviews: Given the growing concern over fake reviews, utilize software tools that help identify fraudulent activities. Report suspicious reviews to the platform where they were posted.
  4. Use Negative Feedback Constructively: Negative reviews can sting, but they can also be incredibly informative. Take the criticisms seriously and address the issues they point out. In fact, a substantial percentage of people read online reviews and appreciate businesses that actively address concerns.
  5. Showcase Reviews: Leverage positive reviews by featuring them prominently on your website or marketing materials. Highlighting these reviews can help improve conversion rates.
  6. Monitor Review Platforms: Utilize software tools to monitor multiple review platforms. These tools provide statistics on reviews, helping you measure their impact over time and across different channels.
  7. Seek Professional Help: Sometimes, managing online reviews can become overwhelming. In such cases, consider hiring professionals who specialize in online reputation management.
  8. Analyze and Adapt: Finally, don’t just collect reviews; analyze them. Make sense of the reviews what percentage of which are positive or negative, what common themes emerge, and what changes are suggested. Use these insights to adapt your business strategies.

Online reviews aren't just digital chatter; they're an invaluable source of feedback and a powerful marketing tool. By applying these actionable tips, businesses can significantly improve their standing in the world of online reviews, and in doing so, continue to earn the trust of their customers, which as statistics online reviews show, is crucial to ongoing success.

The Business Impact of Online Reviews

How Online Review Statistics Benefit Companies

How Online Review Statistics Benefit Companies
How Review Statistics Benefit Companies

Online reviews are seen as one of the best ways by which a company can expand its reach. A recent study by metrics analyst Podium noted how 41% of those surveyed in the US say that online reviews are vital, especially for smaller local businesses, as this shows their reliability and brand integrity.

Even for brick-and-mortar shops, positive online reviews statistics and trends tend to translate into a greater number of conversions from browsing to purchase. Even a marginal increase of around 0.1% can lead to up to 25% in conversions.

Likewise, getting a rating of more than 3.5 out of 5 stars on platforms like Amazon could ensure an increase of up to 120% in conversions. Review replies also matter as products with review reply rates clocking over 30% see a substantial increase in buyers.

Can Negative Online Review Statistics Hurt a Business?

Negative Online Review
Negative Online Review

That is an understatement: negative online reviews have been known to turn customers off. Indeed, negative reviews and features on a product or service have been known to turn off up to 22% of potential customers. Moreover, negative reviews can also adversely impact a brand’s SEO score.

If a company or product displays three or more adverse reviews or features whenever its name comes up in a Google search, the possibility of losing customers can go as high as nearly 60% percentage of people.

Also, if a product or service shows reviews lower than four out of five stars, they can be repellent to as many as 80% of potential customers.

It isn't just the reviews themselves that could have an adverse impact on the business: even the way it responds or doesn't respond to such reviews may be seen as indifference or even fraud. Given how 53% of people read online reviews, they would expect a company or brand to reply within seven days of posting. That said, this is a race against time when it comes to damage control. Collecting and analyzing review statistics or simple reviews for your site are important in this regard.

User-Generated Content: A New Frontier for SEO and Authentic Engagement

User-Generated Content
User Generated Content

The interplay between online review statistics and user-generated content (UGC) is a dynamic that often gets overlooked. Yet, it's a synergy that businesses can tap into for numerous benefits, including enhanced SEO.

The SEO Goldmine

Online reviews aren't just digital word-of-mouth; they're a treasure trove for search engine optimization. Reviews generate fresh, organic content that search engines love. This content, filled with relevant keywords and phrases, naturally enhances your site's SEO. The SEO benefits don't stop there; customer review statistics have shown that positive reviews can contribute to higher click-through rates, leading to increased web traffic and sales conversions.

Authenticity and Trust

In an era where online shoppers rely on reviews as much as personal recommendations, the authenticity that comes from UGC is invaluable. Authentic reviews make the brand more relatable and trustworthy. As many people read online reviews to make informed decisions, authentic UGC can tip the scales in your favor.

Consumer Insights

One of the underutilized aspects of UGC, including online reviews, is its role in providing consumer insights. These aren't just reviews; they are direct feedback loops, mini-focus groups that tell you what's working and what's not. Such insights can be invaluable for product development, customer service improvements, and targeted marketing strategies.

How to Leverage UGC

  1. Feature Reviews: Use good reviews in your marketing material or create a dedicated section on your website where prospective customers can read genuine feedback.
  2. Encourage Multimedia: Request customers to include pictures or videos with their reviews. Multimedia reviews are often viewed as more trustworthy, and they also have a better impact on SEO.
  3. Create Review Campaigns: Occasionally run campaigns encouraging users to leave reviews in exchange for a discount or a freebie. This can rapidly increase the volume of UGC, which according to review statistics, directly correlates with sales conversions.
  4. Content Curation: Collect and display the best UGC on your site or social media. Tag the original reviewers to show appreciation and to encourage further engagement.
  5. Monitor and Report: Make use of analytics tools to track the performance of UGC. Look into metrics like engagement rate, reach, and conversions attributed to UGC.

Conclusion to our Guide on Online Review Statistics

In an era where online transactions and interactions continue to skyrocket, the role of online reviews has never been more pivotal. Beyond serving as a mere digital “word-of-mouth,” review statistics in 2024 have evolved into a complex ecosystem that influences buying behaviors, shapes brand reputations, and even dictates market trends. Customers no longer just read reviews as much as personal recommendations; they delve into the nuances of star ratings, customer testimonials, and company responses to form a holistic view of a brand.

For businesses, keeping an eye on customer review statistics is no longer optional but a necessity for survival and growth. With the high percentage of people who read online reviews before making a purchase decision, understanding the mechanics of online reputation management can be a game-changer. Reviews are not just feedback; they are powerful tools for customer engagement and brand development. The benefits aren't only short-term; positive reviews can significantly improve SEO rankings, increase conversions, and build long-term trust among consumers.

And let's not forget the international perspective. As we've covered, online reviews have a global reach that transcends borders, cultures, and languages. Companies must be prepared to manage their reputations not just locally but on an international scale.

However, like any tool, online reviews come with their own set of challenges, such as the increasing prevalence of fake reviews and potential legal consequences for false negative reviews. Businesses must stay vigilant, utilizing specialized tools and services for monitoring and managing their online reviews effectively.

As the online landscape continues to shift, staying informed about trends over time and adapting strategies accordingly can provide a competitive edge. Whether you're a fledgling startup or an established enterprise, the impact of online reviews is indiscriminate and far-reaching.

In conclusion, online review statistics have graduated from being an optional marketing strategy to an integral aspect of brand management and customer engagement in 2024. As both a compass for consumers and a catalyst for businesses, they hold the power to make or break a brand's online presence. So, if you haven't already, it's high time you immersed yourself in the world of online reviews. Your brand's future could very well depend on it.


What percentage of people leave reviews online?

Approximately 30% to 40% of online shoppers leave reviews, although this can vary by industry. It's more common for people to leave reviews after experiencing either exceptionally good or bad service. Companies often encourage reviews by offering incentives or by making the review process simple and straightforward.

How effective are online reviews?

Online reviews are highly effective in influencing consumer behavior. Studies have shown that approximately 89% of people read online reviews before making a purchasing decision. Furthermore, products with positive reviews can see an increase of up to 120% in conversions. Reviews are a crucial part of review statistics and significantly impact both customer trust and sales.

What percentage of people trust online reviews?

Around 84% of people trust online reviews as much as personal recommendations from friends or family, according to various customer review statistics. However, the trust factor can differ based on the industry and the credibility of the review platform.

Do 92% of consumers read online reviews?

The percentage can vary depending on the source of the statistics and the industry involved. However, it is widely acknowledged that a substantial majority of consumers—often cited as around 89% to 92%—do read online reviews before making a purchase. This statistic underscores the critical role that review statistics 2024 and beyond will play in shaping consumer behavior.

Thank you for joining us on this comprehensive journey into the world of online review statistics. We hope this guide has been both enlightening and practical, equipping you with the knowledge and tools you need to navigate this essential aspect of modern commerce. We have a massive collection of articles, product reviews, and guides you can read to keep your knowledge updated;


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