Average star rating is what most consumers pay attention to when evaluating a local business based on its online reviews, according to recent research from BrightLocal.

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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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