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How Consumers Find and Use Online Reviews for Local Businesses

by Ayaz Nanji  |  
December 1, 2016
  |  1,224 views

Some 91% of consumers say they check online reviews when evaluating local businesses, according to recent research from BrightLocal.

The report was based on data from a survey conducted in September 2016 of 1,062 adult consumers in the United States.

Half of respondents say they check online reviews of local businesses regularly, up from 33% in 2015.

Some 41% of respondents say they check reviews of local businesses occasionally, and only 9% say they never check.


Some 63% of consumers say they typically find reviews of local businesses via search engines; 37% go directly to review websites.

Some 90% of consumers say they read 10 reviews or fewer before they decide whether they can trust a local business; 68% of consumers read between one and six reviews to form an opinion of a business.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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