The report was based on data from a survey conducted in October 2017 among 1,031 consumers in the United States.
More than half (54%) of respondents say they pay attention to the average star rating when looking at the online reviews of a local business.
Some 46% of respondents say they pay attention to the number of online reviews.
Most (87%) consumers say that a business needs an average rating of between three and five stars before they will use/visit it.
Some 9% of consumers say they will only use/visit local businesses with five star ratings.
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