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src="https://www.brightlocal.com/wp-content/uploads/2023/09/explore_local_seo_auditing.svg" alt="Explore Local Seo Auditing"> <div><span class="menu-item-link-text">Audit Local SEO</span> <span class="menu-item-description-new">Audit, track and improve every part of your local SEO profile</span></div></div></a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115472" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115472"><a href="/local-seo-tools/auditing/citation-tracker/" class="nav-link">Citation Tracker</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115473" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115473"><a href="/local-seo-tools/auditing/local-search-audit/" class="nav-link">Local Search Audit</a><span class="menu-item-description 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class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115476" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115476"><a href="/reputation-manager/get-reviews/" class="nav-link">Get Reviews</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115477" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115477"><a href="/reputation-manager/monitor-reviews/" class="nav-link">Monitor Reviews</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115478" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115478"><a href="/reputation-manager/showcase-reviews/" class="nav-link">Showcase Reviews</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-116476" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-116476"><a href="/listings-management/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/explore_listings_management.svg" alt="Explore Listings Management"> <div><span class="menu-item-link-text">Listings Management</span> <span class="menu-item-description-new">Take full control of listings with our unique hybrid approach</span></div></div></a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-116477" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116477"><a href="/citation-builder/" class="nav-link">Citation Builder</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116478" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116478"><a href="/listings-management/active-sync/" class="nav-link">Active Sync</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116479" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116479"><a href="/listings-management/gbp-post-scheduler/" class="nav-link">GBP Post Scheduler</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116480" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116480"><a href="/citation-builder/local-data-aggregators/" class="nav-link">Local Data Aggregators</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-116481" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116481"><a href="/citation-builder/yext-replacement-service/" class="nav-link">Yext Replacement Service</a><span class="menu-item-description bl-menu-description"></span></li> </ul></div> </li> <li id="menu-item-115485" class="menu-html-element menu-item menu-item-type-custom menu-item-object-custom menu-item-115485"><a href="#" class="nav-link">HTML ELEMENT</a><div class="menu-item-banner"><div class="custom-main"><div class="nav-card"><div class="menu-item-image"><a href="/local-seo-services/" style="height:100%; background: url(https://www.brightlocal.com/wp-content/uploads/2024/11/local-seo-services-menu-icon.png) center center no-repeat; background-size: cover; display:block;" aria-label="Let our experts handle the work! Cost-effective and long-lasting services to grow your business."></a></div><div class="inner"><div class="menu-item-title"><h6><a href="/local-seo-services/">Local SEO Services</a></h6><p>Let our experts handle the work! Cost-effective and long-lasting services to grow your business.</p></div><div class="menu-item-link"><a href="/local-seo-services/" class="button button-sml button-tertiary">Explore</a></div></div></div></div></div></li> </ul></div> </li> <li id="menu-item-116377" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-116377"><a href="/citation-builder/" class="nav-link">Citation Builder</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115486" class="menu-item-solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115486"><a href="#" class="nav-link">Solutions</a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115487" class="mob-nav-go-back menu-item menu-item-type-custom menu-item-object-custom menu-item-115487"><a href="#" class="nav-link">Back</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115489" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115489"><a href="/agencies/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_agencies_and_consultants.svg" alt="Solutions Agencies And Consultants"> <div><span class="menu-item-link-text">For Agencies and Consultants</span> <span class="menu-item-description-new">Win and retain clients with white-label solutions</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115490" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115490"><a href="/multi-location/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_multilocational.svg" alt="Solutions Multilocational"> <div><span class="menu-item-link-text">For Multi-Location Brands</span> <span class="menu-item-description-new">Manage SEO, listings and reputation across multiple locations</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115492" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115492"><a href="/small-businesses/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2023/09/solutions_small_businesses.svg" alt="Solutions Small Businesses"> <div><span class="menu-item-link-text">For Small Businesses</span> <span class="menu-item-description-new">Increase search visibility and attract new customers</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-119221" class="horizon-main-nav menu-item menu-item-type-custom menu-item-object-custom menu-item-119221"><a href="/horizon" class="nav-link"><div class="menu-horizon-link"> <div class="gradient-bg"></div> <div class="flex-container"> <img src="/wp-content/uploads/2024/01/BL_Logo.svg" class="bl-logo" alt="BrightLocal Logo"> <p class="pill">New Product</p> </div> <img src="/wp-content/uploads/2024/01/Logos.svg" class="horizon-logo" alt="Horizon Logo"> <p>Marketing Command Center for Multi-Location Brands <svg xmlns="http://www.w3.org/2000/svg" width="12" height="10" viewBox="0 0 12 10" fill="none"> <path d="M11.0299 5.75343C11.3229 5.46046 11.3229 4.98468 11.0299 4.69171L7.27993 0.941711C6.98696 0.648743 6.51118 0.648743 6.21821 0.941711C5.92524 1.23468 5.92524 1.71046 6.21821 2.00343L8.69087 4.47374H1.50024C1.0854 4.47374 0.750244 4.8089 0.750244 5.22374C0.750244 5.63859 1.0854 5.97374 1.50024 5.97374H8.68853L6.22056 8.44405C5.92759 8.73702 5.92759 9.21281 6.22056 9.50577C6.51353 9.79874 6.98931 9.79874 7.28228 9.50577L11.0323 5.75577L11.0299 5.75343Z" fill="white"/> </svg></p> </div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115493" class="menu-html-element menu-item menu-item-type-custom menu-item-object-custom menu-item-115493"><a href="#" class="nav-link">HTML ELEMENT</a><div class="menu-item-banner"><div class="custom-main"><div class="nav-card"><div class="menu-item-image"><a href="/case-studies/" style="height:100%; background: url(https://www.brightlocal.com/wp-content/uploads/2023/09/Case-Study.svg) center center no-repeat; background-size: cover; display:block;" aria-label="Learn how our customers have accelerated their success with BrightLocal"></a></div><div class="inner"><div class="menu-item-title"><h6><a href="/case-studies/">Case Studies</a></h6><p>Learn how our customers have accelerated their success with BrightLocal</p></div><div class="menu-item-link"><a href="/case-studies/" class="button button-sml button-tertiary">View case studies</a></div></div></div></div></div></li> </ul></div> </li> <li id="menu-item-115503" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115503"><a href="/pricing/" class="nav-link">Pricing</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115494" class="menu-item-insights menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-115494"><a href="#" class="nav-link">Insights</a><span class="menu-item-description bl-menu-description"></span> <div class='sub-menu-bg'><div class='sub-menu-bg-btm'></div></div><div class='sub-menu-wrap'><ul class='sub-menu'> <li id="menu-item-115495" class="mob-nav-go-back menu-item menu-item-type-custom menu-item-object-custom menu-item-115495"><a href="#" class="nav-link">Back</a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-120445" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-120445"><a href="/insights/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-allinsights.svg" alt="Icons Insights 80x80 Allinsights"> <div><span class="menu-item-link-text">All Insights</span> <span class="menu-item-description-new">Everything you need to deliver amazing local marketing results. News, data, videos, and more</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115499" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115499"><a href="/research/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-research.svg" alt="Icons Insights 80x80 Research"> <div><span class="menu-item-link-text">Research</span> <span class="menu-item-description-new">All of BrightLocal’s respected and widely-cited research in one place</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115496" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115496"><a href="/blog/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-news.svg" alt="Icons Insights 80x80 News"> <div><span class="menu-item-link-text">News</span> <span class="menu-item-description-new">The latest local search news and updates from BrightLocal</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115500" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115500"><a href="/resources/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-resources.svg" alt="Icons Insights 80x80 Resources"> <div><span class="menu-item-link-text">Resources</span> <span class="menu-item-description-new">Top review and citation sites, lists, guidelines, graphics, and more</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115498" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115498"><a href="/learn/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-learn.svg" alt="Icons Insights 80x80 Learn"> <div><span class="menu-item-link-text">Learn Local SEO</span> <span class="menu-item-description-new">Kick-start your local SEO efforts with our educational pieces</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115497" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115497"><a href="/webinars/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-webinars.svg" alt="Icons Insights 80x80 Webinars"> <div><span class="menu-item-link-text">Webinars</span> <span class="menu-item-description-new">Insightful, expert webinars devoted to local search</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-115501" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-115501"><a href="/podcast/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-podcasts.svg" alt="Icons Insights 80x80 Podcasts"> <div><span class="menu-item-link-text">Podcast</span> <span class="menu-item-description-new">Adventures in Local Marketing: Insightful conversations with the brightest minds in local marketing</span></div></div></a><span class="menu-item-description bl-menu-description"></span></li> <li id="menu-item-120444" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-120444"><a href="https://academy.brightlocal.com/" class="nav-link"><div class="menu-item-with-icon"><img class="menu-item-icon-new" width="80" height="80" src="https://www.brightlocal.com/wp-content/uploads/2024/04/icons-insights-80x80-academy.svg" alt="Icons Insights 80x80 Academy"> <div><span class="menu-item-link-text">BrightLocal Academy <svg xmlns="http://www.w3.org/2000/svg" style="height: 1em; margin-left: 0.25rem; position: relative; top: 2px; "fill="none" viewBox="0 0 24 24" stroke-width="1.5" stroke="currentColor" class="w-6 h-6"> <path stroke-linecap="round" stroke-linejoin="round" d="M13.5 6H5.25A2.25 2.25 0 0 0 3 8.25v10.5A2.25 2.25 0 0 0 5.25 21h10.5A2.25 2.25 0 0 0 18 18.75V10.5m-10.5 6L21 3m0 0h-5.25M21 3v5.25" /> </svg></span> <span class="menu-item-description-new">Free, interactive video courses to make you a better local marketer. 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aria-expanded="false" id="menu-toggle"> <span class="hamburger-box"> <span class="hamburger-inner"></span> </span> </button> </div> </header> <main id="skip-content"> <section class="post-main-header"> <div class="single-post-header"> <div class="header-bg-image"> </div> <div class="s-header-block "> <div class="s-header-block__info"> <div class="breadcrumb"> <p class="post-metadata breadcrumb"> <span class="post-metadata posted-by"></span> <a href="https://www.brightlocal.com/insights/">Insights</a> / <a href="https://www.brightlocal.com/research/">Research</a> </p> </div> <div class="post-metadata date"> <svg xmlns="http://www.w3.org/2000/svg" width="14" height="16" viewBox="0 0 14 16" fill="none"> <g clip-path="url(#clip0_75_1359)"> <path d="M4 0C4.55312 0 5 0.446875 5 1V2H9V1C9 0.446875 9.44687 0 10 0C10.5531 0 11 0.446875 11 1V2H12.5C13.3281 2 14 2.67188 14 3.5V5H0V3.5C0 2.67188 0.671875 2 1.5 2H3V1C3 0.446875 3.44688 0 4 0ZM0 6H14V14.5C14 15.3281 13.3281 16 12.5 16H1.5C0.671875 16 0 15.3281 0 14.5V6ZM2.5 8C2.225 8 2 8.225 2 8.5V11.5C2 11.775 2.225 12 2.5 12H5.5C5.775 12 6 11.775 6 11.5V8.5C6 8.225 5.775 8 5.5 8H2.5Z" fill="#0FD03B"/> </g> <defs> <clipPath id="clip0_75_1359"> <rect width="14" height="16" fill="white"/> </clipPath> </defs> </svg> <span> March 6, 2024 </span> </div> <div class="read-time"> <svg xmlns="http://www.w3.org/2000/svg" width="14" height="16" viewBox="0 0 14 16" fill="none"> <path d="M2 0C1.44687 0 1 0.446875 1 1C1 1.55313 1.44687 2 2 2V2.34375C2 3.66875 2.52813 4.94063 3.46563 5.87813L5.58437 8L3.46563 10.1219C2.52813 11.0594 2 12.3313 2 13.6562V14C1.44687 14 1 14.4469 1 15C1 15.5531 1.44687 16 2 16H3H11H12C12.5531 16 13 15.5531 13 15C13 14.4469 12.5531 14 12 14V13.6562C12 12.3313 11.4719 11.0594 10.5344 10.1219L8.41563 8L10.5375 5.87813C11.475 4.94063 12.0031 3.66875 12.0031 2.34375V2C12.5563 2 13.0031 1.55313 13.0031 1C13.0031 0.446875 12.5563 0 12.0031 0H11H3H2ZM10 13.6562V14H4V13.6562C4 12.8594 4.31562 12.0969 4.87812 11.5344L7 9.41562L9.12187 11.5375C9.68437 12.1 10 12.8625 10 13.6594V13.6562Z" fill="#0FD03B"/> </svg> <div class="text">20 min read</div> </div> </div> <header> <h1> Local Consumer Review Survey 2024: Trends, Behaviors, and Platforms Explored </h1> </header> <div class="p-tags"> <div class="tag-text"> <a href="https://www.brightlocal.com/tag/reviews/" class="tag-link">Reviews</a> </div> </div> <div class="post-information"> <div class="author"> <div class="author-info"> <div class="author-content"> <div class="title"> By <span class="author"></span><a href="https://www.brightlocal.com/author/sammypaget/">Sammy Paget</a> </div> </div> </div> </div> <div class="share-post"> <button class="share-post-button"> <svg xmlns="http://www.w3.org/2000/svg" width="14" height="16" viewBox="0 0 14 16" fill="none"> <path d="M11 7C12.6562 7 14 5.65625 14 4C14 2.34375 12.6562 1 11 1C9.34375 1 8 2.34375 8 4C8 4.125 8.00625 4.25 8.02188 4.37187L5.08125 5.84062C4.54375 5.31875 3.80938 5 3 5C1.34375 5 0 6.34375 0 8C0 9.65625 1.34375 11 3 11C3.80938 11 4.54375 10.6813 5.08125 10.1594L8.02188 11.6281C8.00625 11.75 8 11.8719 8 12C8 13.6562 9.34375 15 11 15C12.6562 15 14 13.6562 14 12C14 10.3438 12.6562 9 11 9C10.1906 9 9.45625 9.31875 8.91875 9.84062L5.97813 8.37187C5.99375 8.25 6 8.12813 6 8C6 7.87187 5.99375 7.75 5.97813 7.62813L8.91875 6.15938C9.45625 6.68125 10.1906 7 11 7Z" fill="#0FD03B"/> </svg> <span>Share</span> </button> <div class="dropdown"> <div class="text"> <p class="dropdown__title">Share via:</p> <ul class="social-share"> <li class="linkedin"> <button onclick="navigator.clipboard.writeText('https://www.brightlocal.com/research/local-consumer-review-survey/');"> <div class="icon-circle"> <img src="https://www.brightlocal.com/wp-content/themes/brightlocal-2023/dist/images/icons/copy-link-icon.svg" alt="Copy Link" width="38" height="38" loading="lazy" /> </div> <p>Copy Link</p> </button> </li> <li class="facebook"> <a 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class="header-info"> <div class="post-info"> <div class="dt-tab-hide mob-previous-surveys"> <p class="ps-title">Previous Surveys:</p> <div class="ps-list"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2023/" title="2023" class="bl-toc-link"> 2023 </a> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2022/" title="2022" class="bl-toc-link"> 2022 </a> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2020/" title="2020" class="bl-toc-link"> 2020 </a> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2019/" title="2019" class="bl-toc-link"> 2019 </a> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2018/" title="2018" class="bl-toc-link"> 2018 </a> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2017/" title="2017" class="bl-toc-link"> 2017 </a> </div> </div> </div> </div> </section> <div class="post-contents-body"> <div class="post-left"> <article id="article" class="post-content-inner"> <link rel='stylesheet' id='tablepress-default-css' href='https://www.brightlocal.com/wp-content/plugins/tablepress-premium/css/build/default.css' type='text/css' media='all' /> <style id='tablepress-default-inline-css' type='text/css'> .tablepress{--style-variation:custom;--text-color:#252525;--odd-bg-color:#fff;--hover-bg-color:#fff} </style> <p><span style="font-weight: 400;">Consumer behavior will always be a hot topic. As marketers, strategists, or decision-makers, understanding why people behave the way they do is not just fascinating but crucial for brand success.</span></p> <p><span style="font-weight: 400;">The online reviews business is hugely competitive. Reputation, as they say, is everything. Even on the research front, we increasingly see more consumer review reports enter the market. </span></p> <p><span style="font-weight: 400;">The Local Consumer Review Survey delves into all of the crucial questions. How are today’s consumers searching for and interacting with business reviews? Which review elements are most important to consumers, and how do online reviews measure up against personal recommendations?</span></p> <p><span style="font-weight: 400;">If you’ve been an avid follower of our consumer review research, you’ll recognize there are some questions we ask most years. This allows us to collect that juicy year-on-year trend data that shows how things may—or may not—be changing.</span></p> <p><span style="font-weight: 400;"><em>But we also want to keep things fresh.</em> The review landscape continues evolving, so we always aim to dig into the latest developments and bring brand-new insights to support your reputation management endeavors, be you a big brand, small brand, marketing consultant, or business owner.</span></p> <p><span style="font-weight: 400;">Here are just some of the key findings you can expect from the Local Consumer Review Survey 2024.</span></p> <h2>Key Themes and Findings</h2> <div class="takeaways"> <ul class="takeaways-standard"> <li style="list-style-type: none;"><strong>Local reputation for big brands matters:</strong> 91% of consumers say local branch reviews impact their overall perceptions of big brands in some way. </li> <li><strong>Business review responses are crucial:</strong> 88% of consumers would use a business that replies to all of its reviews, compared to just 47% who would use a business that doesn’t respond to reviews at all. </li> <li><strong>Generative AI can be a helpful review response assistant:</strong> 58% of consumers preferred the AI-written review response when shown one written by a human and one generated with AI. </li> <li><strong>Social media continues to be a big part of consumers’ business research journeys:</strong> 34% of consumers use Instagram, and 23% use TikTok as alternative local business review platforms. </li> <li><strong>Consumers typically use two or more sites to check business reviews:</strong> 36% of consumers use two review sites when deciding to use local businesses, while 41% of consumers use three or more sites.</li> </ul> <h2><span style="font-weight: 600;">Finding and Using Business Reviews</span></h2> <p><img fetchpriority="high" decoding="async" class="alignnone size-research-image wp-image-120176 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-860x1952.png" alt="Infographic 4" width="860" height="1952" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-132x300.png 132w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-451x1024.png 451w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-768x1743.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-677x1536.png 677w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-902x2048.png 902w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-800x1815.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-1024x2324.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-1356x3077.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-414x940.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-551x1250.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-860x1952.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-320x726.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-926x2101.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-1200x2723.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-640x1452.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-53x120.png 53w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-480x1089.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-1095x2485.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-783x1777.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-398x903.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-796x1806.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-106x240.png 106w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-264x600.png 264w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-247x560.png 247w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-494x1120.png 494w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4-66x150.png 66w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-4.png 1500w" sizes="(max-width: 860px) 100vw, 860px" /></p> <h3><span style="font-weight: 600;">How often are consumers reading online reviews?</span></h3> <p><span style="font-weight: 400;">By asking how often consumers read consumer reviews during their business research process, we can get a clear picture of how important reviews are to their decision-making.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120183 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-860x798.png" alt="Final Frequency Of Review Reading Yoy" width="860" height="798" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-300x278.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1024x950.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-768x713.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1536x1425.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-800x742.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1356x1258.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-414x384.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-551x511.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-860x798.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-320x297.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-926x859.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1200x1113.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-640x594.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-129x120.png 129w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-480x445.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1095x1016.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-783x726.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-398x369.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1566x1453.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-796x738.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-259x240.png 259w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-323x300.png 323w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-647x600.png 647w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-604x560.png 604w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-1207x1120.png 1207w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY-162x150.png 162w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Frequency-of-review-reading-YoY.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> </div> <p><span style="font-weight: 400;">The chart above shows that the percentage of consumers ‘always’ or ‘regularly’ reading online reviews has held fast over the last three years (75% in 2024 against 76% in 2023). </span></p> <p><span style="font-weight: 400;">Meanwhile, just 3% of consumers say they ‘never’ read online reviews, reflecting how ingrained reviews are in most consumers’ business research.</span></p> <h3><span style="font-weight: 600;">Where are consumers reading online reviews?</span></h3> <p><span style="font-weight: 400;">The review landscape has expanded in recent years, with many brands and apps incorporating review functionalities to support purchase decisions.</span></p> <p><span style="font-weight: 400;">In terms of ‘official’ review platforms, several long-standing sites are prominent in the USA (and beyond).</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120184 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-860x1146.png" alt="Review Sites Yoy" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-sites-YoY.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Google remains the most-used website for reading online reviews, although the percentage of consumers using it for this has dropped from 87% in 2023 to 81% in 2024.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Consumer use of Apple Maps and Trustpilot has increased by 3% since 2022, from 13% to 16% and 7% to 10%, respectively.</span></li> </ul> <p><span style="font-weight: 400;">It won’t surprise many that Google remains at the top of the list for consumer review sites. The search giant is still, by far, the </span><a href="https://explodingtopics.com/blog/online-review-stats" target="_blank" rel="noopener"><span style="font-weight: 400;">biggest review platform</span></a><span style="font-weight: 400;"> today.</span></p> <p><span style="font-weight: 400;">What’s more interesting is where we see a downward trend for almost all listed websites and directories, except for Google, Apple Maps, and Trustpilot. </span></p> <p><span style="font-weight: 400;">Despite remaining in the top three most-used platforms, Facebook and Yelp have seen decreases in percentage points over the years—3% for Facebook since 2022 and 9% for Yelp. The gap between the two has also become much closer in 2024, with consumer use of Facebook for online reviews overtaking Yelp for the first since time <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2020/">2020</a>.</span></p> <p><span style="font-weight: 400;">Back then, we noted that the dip in consumers using Yelp may have been caused by the impact covid-19 had on physical businesses like restaurants, hotels, and entertainment. It’s not entirely clear why the percentage of consumers using Yelp in 2024 is lower, however. </span></p> <p><span style="font-weight: 400;">The use of Tripadvisor and Better Business Bureau (BBB) has dropped significantly since 2022. Both platforms are typically known and used for industry-specific reviews: Tripadvisor for hospitality and entertainment business reviews and Better Business Bureau for professional trades and service-area businesses (SABs).</span></p> <p><span style="font-weight: 400;">As the most widely-used review platform, it could be that Google continues to eat the market share of other review platforms as it becomes more helpful to users. For example, Google and its business profile management product, <a href="https://www.brightlocal.com/learn/google-business-profile/">Google Business Profile (GBP</a>), introduced notable features over the last year that enable businesses in particular niches to optimize their listings. Price comparisons, booking availability, and business amenities are now prominent features of </span><a href="https://www.brightlocal.com/learn/google-business-profile-hotels/"><span style="font-weight: 400;">hotel business profiles</span></a><span style="font-weight: 400;">, and SABs can set service areas and make specific services prominent on their profiles. </span></p> <p><span style="font-weight: 400;">Finally, Apple Maps and Trustpilot are the two platforms that beat the downward trend and show increasing consumer use instead. In early 2023, </span><a href="https://www.brightlocal.com/blog/apple-business-connect/"><span style="font-weight: 400;">Apple announced Apple Business Connect</span></a><span style="font-weight: 400;">, a late-coming rival to GBP. As we reported at the time, businesses have been slow to claim their business profiles, and a quick poll found that only </span><a href="https://www.brightlocal.com/research/are-businesses-using-apple-business-connect/"><span style="font-weight: 400;">12% of consumers used Apple Maps</span></a><span style="font-weight: 400;"> over Google Maps.</span></p> <p><span style="font-weight: 400;"><a href="https://www.macrumors.com/2024/03/01/apple-maps-vs-google-maps/" target="_blank" rel="noopener">New features and an improved Apple Maps interface</a>, including more appealing iconography to distinguish business types, could explain why we are seeing an increasing trend in consumers using this app.</span></p> <p><span style="font-weight: 400;">Meanwhile, while Trustpilot is an open review platform, businesses often invite verified customers to review their customer service experiences. These reviews are clearly labeled as ‘Invited’ or ‘Verified’. The increase in consumers using Trustpilot to read reviews could be related to a desire to read verified—or perhaps, to them, more trustworthy—reviews.</span></p> <h3><span style="font-weight: 600;">How many sites do consumers check reviews on?</span></h3> <p><span style="font-weight: 400;">Despite noting a downward trend in the use of some review platforms, we wanted to see how many sources consumers used to read reviews on average.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120185 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-860x756.png" alt="No. Review Sites" width="860" height="756" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-300x264.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1024x900.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-768x675.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1536x1350.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-800x703.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1356x1192.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-414x364.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-551x484.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-860x756.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-320x281.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-926x814.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1200x1055.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-640x563.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-137x120.png 137w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-480x422.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1095x962.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-783x688.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-398x350.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1566x1376.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-796x700.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-273x240.png 273w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-341x300.png 341w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-683x600.png 683w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-637x560.png 637w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-1274x1120.png 1274w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites-171x150.png 171w, https://www.brightlocal.com/wp-content/uploads/2024/03/No.-review-sites.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">77% of consumers use at least two review platforms in their business research.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">41% of consumers use three or more review platforms.</span></li> </ul> <p><span style="font-weight: 400;">Less than a quarter of consumers only use one review site before choosing a local business. This finding is particularly significant as it reinforces the need to ensure your brand is represented consistently across multiple review platforms.</span></p> <p><span style="font-weight: 400;">When asking consumers for business reviews, providing them with several options is a good idea. As we know from the responses to the previous question, consumers have preferences and may have accounts with particular platforms. Giving them options and making the process as simple as possible can encourage them to leave reviews. </span></p> <div class="bl-popout-box-green"> <p><b>Consistent Business Information Builds Trust</b></p> <p><span style="font-weight: 400;">Maintaining multiple review profiles is a key local marketing tactic. Not only does it ensure your presence on structured business listing sites (crucial for your local visibility and rankings), but it also means that consumers can find an accurate reflection of your brand wherever they look.</span></p> <p><span style="font-weight: 400;">In the </span><a href="https://www.brightlocal.com/research/local-business-discovery-trust-report/"><span style="font-weight: 400;">Local Business Discovery and Trust Report 2023</span></a><span style="font-weight: 400;">, consumers highlighted that correct and consistent business information was necessary for building trust with a business.</span></p> </div> <h3><span style="font-weight: 600;">Where else do consumers source business reviews?</span></h3> <p><span style="font-weight: 400;">When it comes to reviews and recommendations, we have to acknowledge the importance of alternative sources, including the growth of social media platforms like Instagram and TikTok for “unstructured” consumer reviews (i.e. reviews that don’t follow a dedicated review structure or scoring system). </span></p> <p><span style="font-weight: 400;">2023 was a particularly interesting year for developments in these areas, with the introduction of Threads, the rebranding of Twitter to X, and the boom of generative AI. This is the first year we included ‘Threads’ and ‘ChatGPT/generative AI’ as responses.</span><span style="font-weight: 400;"><br /> </span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120241 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-860x924.png" alt="Final Alternative Platforms Yoy (1)" width="860" height="924" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Alternative-platforms-YoY-1.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Local news as an alternative review source has increased by 8% since 2023.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">In 2024, consumers are using Instagram and TikTok for business reviews more, with an increase of 2% and 3%, respectively.</span></li> </ul> <p><span style="font-weight: 400;">Apart from YouTube, all of the sources we listed in 2023 have seen increases. Most notable is local news—an interesting source, as it could cover both digital and more traditional forms of media, including print, radio, and TV. </span></p> <p><span style="font-weight: 400;">Local news and community initiatives are classic local marketing tactics that can support your brand’s visibility in local areas but can also be </span><a href="https://www.brightlocal.com/learn/local-seo/local-search-optimization/local-link-building/"><span style="font-weight: 400;">effective for link-building</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">The increase in consumers using various social channels highlights the importance of maintaining your brand’s social presence. Being active and aware of these review alternatives will ensure you can find and respond to reviews and comments, engage with users, and maybe even win new audiences.</span></p> <p><span style="font-weight: 400;">Finally, almost 10% of consumers said they’re using ChatGPT or similar generative AI tools as an alternative source of review information. Considering the technology only burst into the mainstream in early 2023, and research in March 2023 found that <a href="https://www.dentsu.com/us/en/reports/dentsu_consumer_navigator__generative_ai_2023_pdf_902362b" target="_blank" rel="noopener">73% of consumers had not used generative AI</a>, this is significant.</span></p> <div class="bl-popout-box-green"> <p><b>Generative AI for Local Search</b></p> <p><span style="font-weight: 400;">In July 2023, we conducted </span><a href="https://www.brightlocal.com/research/generative-ai-in-local-search-case-study/"><span style="font-weight: 400;">a case study of several different generative AI tools</span></a><span style="font-weight: 400;">, specifically in the context of local search. While a lot will undoubtedly have changed since then (e.g. Google Bard is now Google Gemini), there are some insights here on how to get your business cited by generative AI tools.</span></p> </div> <h3><span style="font-weight: 600;">How Consumers Interact with Review Platform Functionalities</span></h3> <p><span style="font-weight: 400;">We’ve noted some of the improvements that Google has made to business review platforms to support visibility and show more useful information to prospective customers. Now, we will look at some of the features that make finding the right review content easier.</span></p> <p><span style="font-weight: 400;">For several years now, users have been able to use a search functionality within Google reviews to look for specific keywords and terms. More recently, it has improved filtering with ‘mentioned’ keywords, and now initially prioritizes the order of reviews shown on the default filter based on what it deems ‘most relevant.’</span></p> <p><span style="font-weight: 400;">We provided consumers with an image of reference (below) and labeled eight prominent review features, asking consumers how useful they found each one when searching for business reviews on Google.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120208 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-860x481.png" alt="Screenshot of Google Maps and a business review profile. The screenshot is labelled to highlight key review functionality that enable users to filter review content." width="860" height="481" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-300x168.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1024x572.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-768x429.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1536x858.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-800x447.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1356x758.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-414x231.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-551x308.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-860x481.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-320x179.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-926x518.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1200x671.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-640x358.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-215x120.png 215w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-480x268.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1095x612.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-783x438.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-398x222.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1566x875.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-796x445.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-429x240.png 429w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-537x300.png 537w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1074x600.png 1074w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-1002x560.png 1002w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31-268x150.png 268w, https://www.brightlocal.com/wp-content/uploads/2024/03/Screenshot-2024-02-13-at-11.34.31.png 1800w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120187 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-860x1024.png" alt="Useful Google Functionalities" width="860" height="1024" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-252x300.png 252w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-860x1024.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-768x914.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1290x1536.png 1290w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1720x2048.png 1720w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-800x952.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1024x1219.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-2048x2438.png 2048w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1356x1614.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-414x493.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-551x656.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-320x381.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-926x1102.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1200x1429.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-640x762.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-101x120.png 101w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-480x571.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1095x1304.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-783x932.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-398x474.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-1566x1864.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-796x948.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-202x240.png 202w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-504x600.png 504w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-470x560.png 470w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-941x1120.png 941w, https://www.brightlocal.com/wp-content/uploads/2024/03/Useful-google-functionalities-126x150.png 126w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">96% of consumers said that the ’search reviews’ function is useful to them in some way.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">‘Sort by newest’ is deemed the most useful review function, with 47% of consumers finding it ‘highly useful.’</span><span style="font-weight: 400;"><br /> </span></li> </ul> <p><span style="font-weight: 400;">Clearly, all of the functions shown to consumers are useful in some way. The largest percentage of consumers who do not find a feature useful at all is 15% for a ‘highlighted’ review. From this, we can assume that consumers prefer to judge the relevance of the business’ reviews for themselves, rather than being guided by Google.</span></p> <p><span style="font-weight: 400;">47% of consumers rated the ‘sort by newest’ function as ‘highly useful,’ which tells us that almost half of consumers consider review recency as important when deciding which business to use.</span></p> <p><span style="font-weight: 400;">Although this question is specific to Google review functions, it’s important to note that most prominent review platforms use similar features to support the user experience. The ‘sort by’ functionality is a standard tool across most digital experiences, while keyword filters and search functionalities are present on platforms such as Yelp and Tripadvisor.</span></p> <p><span style="font-weight: 400;">So, while we can only discuss the findings above concerning Google business reviews, it’s useful to consider how you can make review functionalities work for you on different platforms.</span></p> <p><span style="font-weight: 400;">Functionalities like ‘sort by newest’ and ‘sort by highest rating’ incentivize businesses to actively put more effort into their review profiles, achieving a regular stream of reviews if they know that’s how people filter.</span></p> <p><span style="font-weight: 400;">It also reinforces the importance of delivering excellent, memorable customer experiences. If there are things you want your brand to be known for, consider ways you could encourage customers to mention them in their reviews. Dog-friendly places or restaurant menus with particularly renowned items are just two examples users might be looking for.</span></p> <h2><span style="font-weight: 600;">The Most Important Review Factors</span></h2> <p><img decoding="async" class="alignnone size-research-image wp-image-120175 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-860x2078.png" alt="Infographic 3 (1)" width="860" height="2078" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-124x300.png 124w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-424x1024.png 424w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-768x1855.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-636x1536.png 636w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-848x2048.png 848w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-800x1933.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-1024x2474.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-1356x3276.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-414x1000.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-551x1331.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-860x2078.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-320x773.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-926x2237.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-1200x2899.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-640x1546.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-50x120.png 50w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-480x1160.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-1095x2646.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-783x1892.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-398x962.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-796x1923.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-99x240.png 99w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-248x600.png 248w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-232x560.png 232w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-464x1120.png 464w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1-62x150.png 62w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-3-1.png 1500w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">What are consumers looking for when they’re browsing business reviews? Are they looking for a high number of ‘good’ star ratings, or are there other factors that would reassure them before using a business?</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120188 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-860x1146.png" alt="Final Positive Review Factors" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Positive-review-factors.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">69% of consumers would feel positive about using a business if its written reviews describe positive experiences (static against 2023, which was down from 75% in 2022).</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">In 2024, 8% more consumers feel positive about a business if its reviews are written by named users than in 2023 (48% in 2024 vs. 40% in 2023).</span></li> </ul> <p><span style="font-weight: 400;">Overall, there is a downward trend in review factors helping consumers feel positive about using a business. This could suggest that people are less willing to take things at face value.</span></p> <p><span style="font-weight: 400;">There has been an increase in the percentage of consumers who said that reviews written by named users—as opposed to anonymous accounts—would make them feel positive about using a business. This points to a general sense of wariness around user-generated content and perhaps shows more digital ‘savviness.’</span><span style="font-weight: 400;"></p> <p></span></p> <h3><span style="font-weight: 600;">What star ratings do consumers expect to see?</span></h3> <p><img decoding="async" class="alignnone size-research-image wp-image-120190 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-860x1106.png" alt="Final Star Rating" width="860" height="1106" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-233x300.png 233w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-796x1023.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-768x987.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1195x1536.png 1195w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1593x2048.png 1593w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-800x1029.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1024x1317.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-2048x2633.png 2048w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1356x1743.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-414x532.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-551x708.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-860x1106.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-320x411.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-926x1191.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1200x1543.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-640x823.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-93x120.png 93w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-480x617.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1095x1408.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-783x1007.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-398x512.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-1566x2013.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-187x240.png 187w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-467x600.png 467w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-436x560.png 436w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-871x1120.png 871w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Star-rating-117x150.png 117w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">71% of consumers would not consider using a business with an average rating below three stars, 16% lower than in 2023.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">6% fewer consumers would use a business with a 3.5 star rating in 2024 than in 2023.</span></li> </ul> <p><span style="font-weight: 400;">At a glance, there is an upward trend in consumers willing to use businesses with ‘low’ (lower than 3.0 stars) star ratings, and a downward trend where consumers expect ‘high’ (higher than 3.0 stars) star ratings as the minimum. </span></p> <p><span style="font-weight: 400;">However, if we examine this further, the majority of consumers still expect a business to have a star rating between 4.0 and 5.0. This figure has remained static since 2022.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120189 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-860x924.png" alt="Star Ratings Grouped" width="860" height="924" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/03/Star-ratings-grouped.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">The anomaly here is businesses with star ratings of 3.5, where we can see a percentage downshift of 6% since 2022. Could this suggest that consumers are now mistrustful of ratings that sit in the middle? </span></p> <p><span style="font-weight: 400;">If a business location has fewer reviews, its average star rating is likely to be skewed by an extremely low or high rating. An increasing willingness to give businesses with low ratings a chance suggests that consumers look beyond face value or are paying attention to review details to reach their conclusions.</span></p> <p><span style="font-weight: 400;">There is no denying, however, that businesses should aim for a minimum average star rating of 4.0.</span><span style="font-weight: 400;"><br /> </span></p> <h3><span style="font-weight: 600;">Does the number of reviews matter?</span></h3> <p><span style="font-weight: 400;">So, how many reviews does a business need to have for consumers to trust the average star rating?</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120192 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-860x778.png" alt="Number Of Reviews" width="860" height="778" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-300x271.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1024x926.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-768x695.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1536x1390.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-2048x1853.png 2048w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-800x724.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1356x1227.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-414x375.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-551x499.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-860x778.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-320x290.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-926x838.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1200x1086.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-640x579.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-133x120.png 133w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-480x434.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1095x991.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-783x708.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-398x360.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1566x1417.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-796x720.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-265x240.png 265w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-332x300.png 332w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-663x600.png 663w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-619x560.png 619w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-1238x1120.png 1238w, https://www.brightlocal.com/wp-content/uploads/2024/03/Number-of-reviews-166x150.png 166w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Most consumers expect a business to have between 20-99 reviews (59%), which has not changed since 2023.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">12% of consumers said that the number of reviews does not impact the trust in their star rating, down 2% since 2023.</span></li> </ul> <p><span style="font-weight: 400;">Interestingly, since 2023 there has been a very slight increase in consumers choosing the lower threshold of 0-19 reviews and a similarly slight decrease in consumers saying the number of reviews does not impact their perception.</span></p> <p><span style="font-weight: 400;">This hints, once again, that consumers will look beyond ‘at-a-glance’ numbers and ratings to make their own minds up. They don’t necessarily believe in the implied worth of star ratings or how many reviews a business has without reading into the details to verify their impressions.</span></p> <p><span style="font-weight: 400;">Almost two-thirds of consumers (59%) said that a business should have between 20-99 reviews in order for them to be able to trust the average star rating. So, while our findings suggest that consumers might be more willing to give businesses a chance, the majority expect between 20-99.</span></p> <h3><span style="font-weight: 600;">Review Recency</span></h3> <p><img decoding="async" class="alignnone size-research-image wp-image-120191 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-860x1146.png" alt="Final Review Recency" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-recency.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">27% of consumers expect to see business reviews as fresh as two weeks, up from 25% in 2023, which was up from 22% in 2022.</span></li> </ul> <p><span style="font-weight: 400;">Expectations of recent reviews is on the up, with 27% of consumers saying that reviews left within the past two weeks impact their decisions, compared to 22% in 2022. Reviews left within the past six months to a year are less likely to impact their choices.</span></p> <p><span style="font-weight: 400;">In most cases, it makes sense that this is the expectation. If consumers read business reviews, they want an accurate representation of the most recent experiences with that brand. This will be especially important for businesses within the hospitality industry, including food and drink brands or hotels.</span></p> <p><span style="font-weight: 400;">This finding highlights the importance of maintaining a regular stream of incoming customer reviews. A sporadic approach to review requests and followups won’t do, but a more robust reputation strategy or process can help.</span></p> <div class="insights-cta-shortcode bg-blue"><div class="inner"><div class="image"><div class="bl-img-wrapper"><img decoding="async" src="https://www.brightlocal.com/wp-content/uploads/2024/02/tools-cta-reputation.svg" alt="Tools Cta Reputation"></div></div><div class="text"><p class="title h5">Build a 5-star Reputation</p><p>Collect, monitor, and respond to reviews with ease</p> <div class="gbcta-main"> <div class="gm-cta"> <div class="button-outer"> <a href="https://www.brightlocal.com/reputation-manager/" title="Get Started with Reputation Manager" target="" role="button" class="cta button button-subheading-outer default track-tools-reputation " > Get Started with Reputation Manager </a> <sub>14-day Free Trial</sub> </div> </div> </div> </div></div></div> <h3><span style="font-weight: 600;">Responding to Consumer Reviews </span></h3> <p><span style="font-weight: 400;">We’ve been discussing review responses for several years, and our findings consistently showed that consumers expect businesses to respond to their reviews. 2024 is no different.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120193 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-860x798.png" alt="Final Review Responses" width="860" height="798" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-300x278.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1024x950.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-768x713.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1536x1425.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-800x742.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1356x1258.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-414x384.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-551x511.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-860x798.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-320x297.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-926x859.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1200x1113.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-640x594.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-129x120.png 129w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-480x445.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1095x1016.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-783x726.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-398x369.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1566x1453.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-796x738.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-259x240.png 259w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-323x300.png 323w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-647x600.png 647w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-604x560.png 604w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-1207x1120.png 1207w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses-162x150.png 162w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-responses.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Consumers are 41% more likely to use a business that responds to all of its reviews than a business that doesn’t respond to any.</span></li> </ul> <p><span style="font-weight: 400;">The chart above clearly indicates that review responses matter to customers. 88% of consumers would use a business that responds to both positive and negative reviews, compared to just 47% that said they would consider using a business that doesn’t respond to any reviews.</span></p> <p><span style="font-weight: 400;">Some consumers may see a business only responding to bad reviews as an attempt to save brand reputation without acknowledging the opinions of others. Similarly, consumers may see a business only responding to good reviews as just amplifying good feedback in order to gloss over the negative.</span></p> <p><span style="font-weight: 400;">Either approach can appear inauthentic, and consumers today are clearly pretty savvy when detecting this.</span></p> <p>As we know that review responses are an expectation in consumers’ minds, we wanted to find out if it was important <em>when </em>business owners respond to reviews. </p> <p><img decoding="async" class="alignnone size-research-image wp-image-120194 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-860x1146.png" alt="Final Review Response Time (1566 X 2087 Px)" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-response-time-1566-x-2087-px.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">93% of consumers would expect a business to respond to their reviews.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">34% of consumers expect a response to their reviews within two to three days of posting.</span></li> </ul> <p><span style="font-weight: 400;">A mighty 93% of consumers expect businesses to respond to their reviews! So, if this has not been a part of your reputation management strategy so far, take this as a call to action.</span></p> <p><span style="font-weight: 400;">Meanwhile, 87% of consumers said they expect review responses within two weeks, and only 4% feel it doesn’t matter when they receive one. This clearly shows how important timeliness is.</span></p> <div class="bl-popout-box-bl-related-no-icon"> <p><strong>Managing Reviews at Scale</strong></p> <p><span style="font-weight: 400;">It’s not easy to keep on top of your brand’s reviews, ensuring those that need further action are in progress while responding to others, too. <a href="https://www.brightlocal.com/reputation-manager/">Reputation management software</a> can make tracking this simple, so you can easily see when and where your new reviews are coming in and make notes to action them.</span></p> <p>BrightLocal’s Reputation Manager now includes Review Reply Templates. Now, <a href="https://www.brightlocal.com/reputation-manager/monitor-reviews/">monitoring your reviews</a> and replying to them in one dashboard is easier than ever, with customizable templates.</p> </div> <h3><span style="font-weight: 600;">The Power of Generative AI in Reputation Management</span></h3> <p><span style="font-weight: 400;">Back to the subject of AI… in this year’s survey, we wanted to test something a little different.</span></p> <p><span style="font-weight: 400;">We presented consumers with a business review sourced via Google. Then, we showed them two review responses and asked them to choose which response they would prefer to receive.</span></p> <div class="bl-popout-box-green"> <p><strong>Your turn! Which response would <em>you </em>prefer?</strong></p> <p>Imagine your name is Jordan, and you have written this positive review for a Mexican restaurant:</p> <p style="text-align: center;"><em>“My husband and I stumbled upon this gem for lunch. It has a funky, fun vibe we noticed as soon as we walked in the door. We ordered the chips and dip and brisket tacos. The food was all delicious. Our server, Bob, was very friendly and knowledgeable about the local area and surrounding areas. We had a pleasant experience and will come back next time we are in Louisville.”</em></p> <p>Which of the following review responses would you prefer to receive?</p> <ul> <li><strong>Response 1:</strong></li> </ul> <p>Jordan! We are glad to hear you found us tucked back before Whiskey Row. Thanks for the great review and we are so glad to hear Bob showed you a great time in downtown Louisville. Welcome to the Super Taco horde, we will see you on your next visit!</p> <ul> <li><strong>Response 2:</strong></li> </ul> <p>Dear Jordan, Thank you for your fantastic review! We’re thrilled you enjoyed our funky vibe and delicious food. Bob will be delighted by your kind words about his service. We can’t wait to welcome you back next time you’re in Louisville!</p> </div> <p><span style="font-weight: 400;">What the consumers </span><i><span style="font-weight: 400;">didn’t</span></i><span style="font-weight: 400;"> know about these options is that one (Response 1) was the human response sourced from a genuine business owner on Google, and the other (Response 2) was a review response that we generated using ChatGPT.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120195 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-860x946.png" alt="Final Ai Response 1 Or 2" width="860" height="946" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-273x300.png 273w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-931x1024.png 931w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-768x845.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-800x880.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-414x455.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-551x606.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-860x946.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-320x352.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-926x1019.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-640x704.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-109x120.png 109w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-480x528.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-783x861.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-398x438.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-796x876.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-218x240.png 218w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-545x600.png 545w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-509x560.png 509w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2-136x150.png 136w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-AI-response-1-or-2.png 1000w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">58% of consumers unknowingly chose the AI-generated review response as their preferred response! Of course, there are many reasons why someone might prefer the content and sentiment of one written response over another.</span></p> <p><span style="font-weight: 400;">When we considered the reasons behind their preferred response, it was interesting to note the sense of over-familiarity conveyed in response 1, compared to the more measured sentiment in response 2. Would you agree?</span></p> <p><span style="font-weight: 400;">We can’t say what prompted this finding, but it highlights an interesting use case for marketers who may struggle with crafting unique review responses at scale.</span></p> <h2><span style="font-weight: 600;">Trust in Business Reviews</span></h2> <p><img decoding="async" class="alignnone size-research-image wp-image-120173 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-860x1000.png" alt="Infographic 1 (1)" width="860" height="1000" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-258x300.png 258w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-881x1024.png 881w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-768x893.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-1321x1536.png 1321w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-800x930.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-1024x1191.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-1356x1577.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-414x481.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-551x641.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-860x1000.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-320x372.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-926x1077.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-1200x1395.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-640x744.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-103x120.png 103w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-480x558.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-1095x1273.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-783x910.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-398x463.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-796x925.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-206x240.png 206w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-516x600.png 516w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-482x560.png 482w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-963x1120.png 963w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1-129x150.png 129w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-1-1.png 1500w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">One of the most prominent themes that reports such as this surface is the importance of consumer trust in brands. While brands cannot actively control the content of the reviews published by other consumers online, we know there are many ways to manage the reputation process.</span></p> <p><span style="font-weight: 400;">So, where do reviews sit in consumers’ minds compared to other types of recommendations?</span></p> <h3><span style="font-weight: 600;">Reviews vs. Recommendations from Other Sources</span></h3> <p><img decoding="async" class="alignnone size-research-image wp-image-120214 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-860x924.png" alt="Recommendations Vs.." width="860" height="924" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/03/Recommendations-vs.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">50% of consumers trust reviews as much as personal recommendations from friends and family.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">This is the first year that ‘I trust consumer reviews as much as recommendations from influencers with my local community’ was included as a response to this question.</span></li> </ul> <p><span style="font-weight: 400;">The percentage of consumers who said they trust reviews as much as recommendations from family and friends has increased by 4% since 2023. It’s a significant finding, showing that </span><i><span style="font-weight: 400;">half</span></i><span style="font-weight: 400;"> of consumers feel online reviews carry as much sway as personal recommendations.</span></p> <p><span style="font-weight: 400;">For this year’s report, we wanted to distinguish between social media influencers and local influencers—essentially, macro vs. micro-influencers. We wanted to learn: is there a significant difference between well-known social media influencers endorsing a brand and influencers within the local community?</span></p> <p><span style="font-weight: 400;">We found that the percentage of consumers who said they trust reviews as much as social media influencers has remained at 35% since 2023. 24% of consumers said they trust consumer reviews as much as local influencer recommendations. </span><span style="font-weight: 400;">This could be lower than social media influencers as we tend to follow local personalities for specific recommendations, like restaurants and bars. If we were to examine the trust in macro and micro-influencers more closely, to look at businesses in different industries, the reasons might be much clearer.</span></p> <p><span style="font-weight: 400;">We can see a 4% increase in consumers who said they trust consumer reviews as much as professionally written articles since 2023. This suggests that they verify online reviews against the opinions from other sources they deem trustworthy. This could also show a sense of wariness in terms of trusting influencer-endorsed content.</span></p> <h3><span style="font-weight: 600;">The Impact of Local Reviews on Big-brand Reputation</span></h3> <p><span style="font-weight: 400;">Another new question we had was how local branch reviews of big brands or franchises impact consumers’ choices, and whether this affects overall brand perception.</span></p> <p><span style="font-weight: 400;">For example, if your nearest McDonald’s branch has a Google star rating of 2.0, would you still use that store? And how would that affect your overall perception of the McDonald’s brand?</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120196 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-860x756.png" alt="Final Big Brands" width="860" height="756" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-300x264.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1024x900.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-768x675.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1536x1350.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-800x703.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1356x1192.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-414x364.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-551x484.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-860x756.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-320x281.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-926x814.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1200x1055.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-640x563.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-137x120.png 137w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-480x422.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1095x962.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-783x688.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-398x350.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1566x1376.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-796x700.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-273x240.png 273w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-341x300.png 341w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-683x600.png 683w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-637x560.png 637w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-1274x1120.png 1274w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands-171x150.png 171w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-big-brands.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">89% of consumers said that the reviews of local branches would impact their decision to use the store </span><i><span style="font-weight: 400;">in some way.</span></i></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">91% of consumers feel that local reviews of chains and franchises impact their overall perception of the brand </span><i><span style="font-weight: 400;">in some way</span></i><span style="font-weight: 400;">.</span></li> </ul> <p><span style="font-weight: 400;">These findings are important because they show that marketers in big brands can’t afford to rest on their laurels in the hope that brand equity will win out. For more than a quarter of consumers, both of these things are true:</span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The local consumer reviews of chains or franchises would impact their decision to use it ‘a great deal’.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The local consumer reviews of chains or franchises would impact their overall perception of the brand ‘a great deal’.</span></li> </ul> <p><span style="font-weight: 400;">The power of local reputation to impact brand perception should not be underestimated, particularly if we consider the previous findings on how consumers trust personal recommendations from friends and family or those of online influencers.</span></p> <div class="bl-popout-box-white"> <div class="bl-btn-std no-pad"> <p>We explore the review scores of major US brands to see who comes out on top, and delve into review content to identify the themes that make our winners stand out.</p> <p style="text-align: right;"><strong>Check out</strong> <a href="https://www.brightlocal.com/research/brand-review-index/"><strong>The Brand Review Index</strong></a></p> </div> </div> <h3><span style="font-weight: 600;">Fake Reviews and Suspicious Activity</span></h3> <p><span style="font-weight: 400;">Those in the reputation and local marketing game will know the perils of fake reviews. Even those who aren’t will likely have seen the reams of suspiciously gushing product reviews on e-commerce sites such as Amazon—generally known as the biggest culprit for fake reviews. </span></p> <p><span style="font-weight: 400;">As we’ve touched on in previous reports, and in our many </span><a href="https://www.brightlocal.com/learn/review-management/fake-reviews/"><span style="font-weight: 400;">resources on fake reviews</span></a><span style="font-weight: 400;">, it’s a real industry problem. Most review and e-commerce sites take the issue seriously as a matter of policy, and Google in particular regularly </span><a href="https://blog.google/outreach-initiatives/public-policy/legal-action-stop-fake-review-scams/" target="_blank" rel="noopener"><span style="font-weight: 400;">takes strict action</span></a><span style="font-weight: 400;"> to prevent the practice.</span></p> <p><span style="font-weight: 400;">What kind of trends are we seeing fake reviews this year?</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120197 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-860x1146.png" alt="Final Fake Review Sites" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Fake-review-sites.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">Consumers are confident they’ve seen fake reviews across most platforms we asked about. Just 19% said they hadn’t seen any on the sites we provided, which remains static compared to 2023.</span></p> <p><span style="font-weight: 400;">Unsurprisingly, Amazon remains the top culprit for fake reviews. However, it’s interesting to note that, aside from Tripadvisor, Apple Maps, and BBB, the percentage of consumers who are confident they’ve spotted reviews on the other review giants has decreased.</span></p> <p><span style="font-weight: 400;">This could result from the efforts that platforms have put in to combat the issue in recent years, suggesting that there are genuinely fewer obviously fake reviews on these websites. According to Google, it <a href="https://searchengineland.com/google-says-it-took-down-45-more-fake-reviews-in-2023-thanks-to-new-algorithm-437437#:~:text=Review%20spam%20fighting%20metrics,up%20from%2045%25%20from%202022)" target="_blank" rel="noopener">removed over 170 <em>million</em> policy-violating reviews in 2023</a>, 45% more than in 2022.</span></p> <p><span style="font-weight: 400;">Despite a lower percentage of consumers saying they’ve used BBB to read reviews in 2024, there has been an increase in the percentage of consumers who are confident they have seen fake reviews there (9% in 2024 vs. 5% in 2022). The platform itself has recently spoken out on the </span><a href="https://nbcmontana.com/news/doing-better-business/bbb-warns-that-fake-reviews-are-prolific" target="_blank" rel="noopener"><span style="font-weight: 400;">issue of fake and incentivized reviews</span></a><span style="font-weight: 400;">, suggesting the practice is becoming notably widespread on different platforms.</span></p> <h3><span style="font-weight: 600;">Can consumers tell if a review is fake?</span></h3> <p><span style="font-weight: 400;">A fake review could be left for various reasons. Some businesses pay fake review sellers for positive reviews of their businesses and negative reviews of their competitors, for example.</span></p> <p><span style="font-weight: 400;">But fake reviews may also be written by disgruntled customers, employees, or even competitors! In some cases, people might write fake reviews to try to support friends or family, particularly if their business is struggling against negative feedback.</span></p> <p><span style="font-weight: 400;">With all these reasons in mind, the content and sentiment of such reviews can vary wildly. There may be a barrage of star ratings with no written context or review content that feels too unbelievably positive or negative, for example. So, which of these would make consumers suspicious that a review is fake? </span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120237 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-860x1146.png" alt="Final Suspect Reviews" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Suspect-reviews.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">This year, we introduced the response ‘the review feels like it was written by AI’. Surprisingly, this answer came out top! 40% of consumers said they’d suspect a review was fake if they felt like AI had written it.</span></p> <p><span style="font-weight: 400;">It’s an interesting point because, as we know, there are plenty of legitimate use cases for generative AI in content writing. A consumer may feel unable to articulate what they want to say well enough and use generative AI tools for this. It’s also worth considering how, while standalone AI tools such as ChatGPT are available for anyone to use, generative AI is now being incorporated into other software and plugins. The Google Suite and Grammarly are just two everyday examples where generative AI can help predict and improve your writing, making suggestions based on tone and sentiment.</span></p> <p><span style="font-weight: 400;">The fact that consumers are collating AI with ‘fakeness’ suggests that there is a misunderstanding in terms of what the technology really is and does. Coupled with </span><a href="https://www.theguardian.com/technology/video/2024/feb/27/human-or-fake-how-ai-is-distorting-beauty-standards-video" target="_blank" rel="noopener"><span style="font-weight: 400;">AI headlines entering the mainstream press</span></a><span style="font-weight: 400;">, it’s easy to see how people might reach these conclusions.</span></p> <p><span style="font-weight: 400;">However, we also know from our review response test earlier in this survey that maybe consumers prefer the content generative AI can produce. Sure, they didn’t know that’s what they preferred, but it presents an interesting contrast in how consumers act vs. how consumers think.</span></p> <p><span style="font-weight: 400;">The remaining results highlight some big contrasts between 2023 and 2024. In 2023, consumers seemed confident that reviews with just ratings and no words would make them suspicious that reviews were fake (47%). This has decreased by 19% in 2024. </span></p> <p><span style="font-weight: 400;">They also seem less certain that seeing business owners suggesting a review is fake would make them suspicious of fakeness (19% vs 30% in 2023). Further, they’re now less suspicious of reviews from users without profile photos (17% vs 27% in 2023).</span></p> <p><span style="font-weight: 400;">As with the previous question on specific platforms, these responses could result from websites tackling fake review issues or consumers simply noticing fewer fake reviews while browsing. Alternatively, it could point to a greater sense of trust in online reviews.</span></p> <h2><span style="font-weight: 600;">How Consumers Write Reviews</span></h2> <p><span style="font-weight: 400;">So, we know how often consumers read reviews to support their business research and the elements they feel are most important to build trust. But how many consumers are leaving reviews themselves? Are they more likely to leave reviews for all experiences, positive or negative, or do they favor a particular type of review?</span></p> <h3>What types of reviews are consumers leaving?</h3> <p><img decoding="async" class="alignnone size-research-image wp-image-120200 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-860x1146.png" alt="Final Writing Reviews" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Writing-reviews.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">While the numbers are roughly the same as last year, slightly more consumers have written reviews in the past year (73% vs 72% in 2023). The sentiment of these reviews has changed, though. </span></p> <p><span style="font-weight: 400;">The chart above highlights a positive shift in the percentage of consumers leaving positive reviews (38% in 2024 vs. 34% in 2022) and negative reviews (10% in 2024 vs. 7% in 2022). The percentage of consumers leaving both types of reviews has decreased from 33% in 2022 to 25% in 2024.</span></p> <p><span style="font-weight: 400;">This trend suggests a further waning of the ‘gray area’ between extreme personalities and opinions, as we’ve seen in political discourse over the years (though it would be too far a leap to suggest they’re directly related).</span></p> <p><span style="font-weight: 400;">Fewer people are being what you might call ‘balanced’ and leaving reviews for various experiences, and more are getting increasingly set in their ways. The good news is that, right now, there are more consumers only writing positive reviews than negative.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120201 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-860x1146.png" alt="Final Review Prompt Recall" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Review-prompt-recall.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The percentage of consumers that ‘always’ left a review when prompted has increased from 12% in 2023 to 19% in 2024.</span></li> </ul> <p><span style="font-weight: 400;">69% of consumers can recall leaving a business review after being prompted by the brand within the last year, vs. 60% in 2023. Coupled with this, only 12% of consumers said they were prompted but did not write a review, compared to 19% in 2023. So, we can infer that more consumers positively respond to review requests in 2024, even if they don’t always write them.</span></p> <p>What does this mean for your brand? Well, you may not always be successful, but it is absolutely worthwhile to ask customers for reviews. Nearly seven in every ten consumers will likely write a business review based on the above findings. So, if you aren’t currently asking, you are very likely missing out!</p> <p>As for <em>how</em> to ask them, and even <em>when</em><em>, </em>that’s up next.</p> <h2><span style="font-weight: 600;">Asking Consumers For Business Reviews</span></h2> <p><img decoding="async" class="alignnone size-research-image wp-image-120174 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-860x1836.png" alt="Infographic 2 (1)" width="860" height="1836" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-141x300.png 141w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-480x1025.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-768x1639.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-720x1536.png 720w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-959x2048.png 959w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-800x1708.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-1024x2186.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-1356x2895.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-414x884.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-551x1176.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-860x1836.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-320x683.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-926x1977.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-1200x2562.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-640x1366.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-56x120.png 56w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-1095x2337.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-783x1671.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-398x850.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-796x1699.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-112x240.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-281x600.png 281w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-262x560.png 262w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-525x1120.png 525w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1-70x150.png 70w, https://www.brightlocal.com/wp-content/uploads/2024/03/INFOGRAPHIC-2-1.png 1500w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">Knowing how and when to ask a customer to leave a brand review is tricky. Ask too soon, and they may not have had time to reflect on their experience; ask too late, and they may have forgotten about it entirely.</span></p> <p><span style="font-weight: 400;">Plus, let’s face it, we all get a </span><i><span style="font-weight: 400;">lot </span></i><span style="font-weight: 400;">of review requests these days, don’t we? Multiple prompts in a short window can be irritating, and email inboxes are overflowing with review prompts, promotions, and spam.</span></p> <p><span style="font-weight: 400;">So, how do consumers want to be asked for reviews?</span></p> <h3><span style="font-weight: 600;">Methods of Requesting Reviews from Customers</span></h3> <p><img decoding="async" class="alignnone size-research-image wp-image-120202 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-860x1146.png" alt="Review Request Methods" width="860" height="1146" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-225x300.png 225w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-768x1024.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1153x1536.png 1153w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1537x2048.png 1537w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-800x1066.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1024x1365.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1356x1807.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-414x552.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-551x734.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-860x1146.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-320x426.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-926x1234.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1200x1599.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-640x853.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-90x120.png 90w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-480x640.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-1095x1459.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-783x1044.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-398x530.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-796x1061.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-180x240.png 180w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-450x600.png 450w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-420x560.png 420w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-840x1120.png 840w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods-113x150.png 113w, https://www.brightlocal.com/wp-content/uploads/2024/03/Review-request-methods.png 1566w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">The top three methods for asking for reviews are: email (32%), in-person (28%), and via social media (27%).</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">There has been a 3% increase in consumers choosing ‘none of the above’ when asked about review prompt methods.</span></li> </ul> <p><span style="font-weight: 400;">Despite email being a busy place, 32% of consumers still say they are more likely to respond to review requests this way. The top three answers from 2023 are the same in 2024 (email, in-person, and social media), although you’ll notice there is a downward trend across all three.</span></p> <p><span style="font-weight: 400;">This finding, along with the 3% increase in consumers choosing ‘none of the above’ for review prompts, could point to a sense of review request fatigue. We’re all so used to being prompted to review transactions and experiences that it can run the risk of feeling meaningless.</span></p> <p><span style="font-weight: 400;">Brands need to make their requests count by using the right formats, making it simple (as we discussed earlier with the choice of review platforms), making their request stand out from the others, and timing it right.</span></p> <p><span style="font-weight: 400;">But when is “right”?</span></p> <h3><span style="font-weight: 600;">The Window of Opportunity for Review Prompts</span></h3> <p><span style="font-weight: 400;">We asked consumers when they think brands should contact them with a review prompt, and provided seven different industries where this could differ.</span></p> <p><span style="font-weight: 400;">We’ve grouped hospitality, entertainment, and wellbeing together in one chart, as the industries share similarities in how their services focus on providing customers with experiences. Healthcare, professional trades/SABs, and real estate have been grouped in another.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120240 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-860x924.png" alt="Final Hospitality, Entertainment, And Beauty (1)" width="860" height="924" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/03/FINAL-Hospitality-entertainment-and-beauty-1.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">24% of consumers expect to be asked to leave a review for food and drink brands on the same day as their experience.</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">48% of consumers said food and drink brands should ask for a review within two to three days of the experience.</span></li> </ul> <p><span style="font-weight: 400;">‘Food and drink’ stands out as the industry where consumers expect the fastest turnaround for review prompts. Almost a quarter of consumers want these businesses to reach out on the very same day, although the majority would prefer between one and three days.</span></p> <p><span style="font-weight: 400;">For accommodation, entertainment, and beauty and wellbeing, we see larger proportions of consumers who think businesses should ask any time within a week.</span></p> <p><span style="font-weight: 400;">Our earlier discussion on review recency comes into play here. If you’re planning on visiting somewhere to eat, you’d expect to read about the most recent customer experiences with food and drink brands. It makes sense that consumers would expect these types of businesses to follow up quickly.</span></p> <p><span style="font-weight: 400;">The same might be true for recent experiences in the accommodation, entertainment, or beauty industries. However, consumers might require a slightly longer window to reflect on their experiences with these business types—for example, how well a particular beauty or cosmetic treatment lasts.</span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120239 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-860x924.png" alt="Healthcare, Professional Trades, And Real Estate (1)" width="860" height="924" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-279x300.png 279w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-953x1024.png 953w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-768x825.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1430x1536.png 1430w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1907x2048.png 1907w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-800x859.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1024x1100.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1356x1457.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-414x445.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-551x592.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-860x924.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-320x344.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-926x995.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1200x1289.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-640x688.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-112x120.png 112w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-480x516.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1095x1176.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-783x841.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-398x428.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1566x1682.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-796x855.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-223x240.png 223w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-559x600.png 559w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-521x560.png 521w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-1043x1120.png 1043w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1-140x150.png 140w, https://www.brightlocal.com/wp-content/uploads/2024/03/Healthcare-professional-trades-and-real-estate-1.png 2048w" sizes="(max-width: 860px) 100vw, 860px" /></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Healthcare review prompts should be sent within three days to a week (40%).</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">11% of consumers would not want to be prompted to leave a review for a real estate experience at all.</span></li> </ul> <p><span style="font-weight: 400;">For healthcare, professional trades, and real estate, consumers would expect slightly longer windows before brands reach out to ask for a review, although within three days to a week is the sweet spot. </span></p> <p><span style="font-weight: 400;">40% of consumers said they would prefer healthcare brands to ask within three days to a week. Given the nature of some healthcare services and procedures, it feels accurate that consumers wouldn’t want to receive prompts too soon after an experience.</span></p> <p><span style="font-weight: 400;">The key takeaway from these request findings is that brands need to be smart with their prompts, get the timing right, and avoid bombarding their customers at all costs. Remember, this is still a part of the transaction or experience, so annoying customers with endless review request emails could achieve an undesirable result.</span></p> <h3><span style="font-weight: 600;">Incentivizing Customers to Write Reviews</span></h3> <p><span style="font-weight: 400;">Now, while we’ve included incentives within the following section of the report, it is crucial to note that BrightLocal does not endorse the incentivization of reviews in any way.</span></p> <p><span style="font-weight: 400;">We can appreciate that there is a lot of conflicting information out there and it’s easy to go down this route to attract more customers to write business reviews. What’s the harm of rewarding loyalty with a simple discount, right? Wrong, unfortunately.</span></p> <p><span style="font-weight: 400;">For brands and businesses that aren’t in the know—of which there are many, so if this is you, don’t panic!—it’s important to note that most review platforms prohibit review incentivization. The penalties for incentivizing or buying reviews can vary, including the disabling or removal of your review profiles, or having your profile labeled as one that has </span><a href="https://www.brightlocal.com/learn/review-management/fake-reviews/fake-yelp-reviews/"><span style="font-weight: 400;">unlawfully incentivized reviews</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">Last year, we found that review incentivization is still sadly alive and well. Given the ongoing issues around the prevalence of fake reviews, we wanted to see if businesses were still going down the incentivization route in 2024. The results are… quite something.</span><span style="font-weight: 400;"><br /> </span></p> <p><img decoding="async" class="alignnone size-research-image wp-image-120205 lazyload" src="https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-860x760.png" alt="Incentives" width="860" height="760" srcset="https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-300x265.png 300w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1024x905.png 1024w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-768x679.png 768w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1536x1357.png 1536w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-2048x1810.png 2048w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-800x707.png 800w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1356x1198.png 1356w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-414x366.png 414w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-551x487.png 551w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-860x760.png 860w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-320x283.png 320w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-926x818.png 926w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1200x1060.png 1200w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-640x566.png 640w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-136x120.png 136w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-480x424.png 480w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1095x968.png 1095w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-783x692.png 783w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-398x352.png 398w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1566x1384.png 1566w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-796x703.png 796w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-272x240.png 272w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-339x300.png 339w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-679x600.png 679w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-634x560.png 634w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-1267x1120.png 1267w, https://www.brightlocal.com/wp-content/uploads/2024/03/Incentives-170x150.png 170w" sizes="(max-width: 860px) 100vw, 860px" /></p> <p><span style="font-weight: 400;">Not only is the practice of review incentivization up across the board but the percentage increases in consumers recalling being offered these incentives is significant.</span></p> <h3>Increases in Review Incentivization: 2023 vs. 2024</h3> <table id="tablepress-616" class="tablepress tablepress-id-616"> <thead> <tr class="row-1"> <th class="column-1"></th><th class="column-2"><center><strong>2023</strong></center></th><th class="column-3"><center><strong>2024</strong></center></th><th class="column-4"><center><strong>YoY Increase</strong></center></th> </tr> </thead> <tbody class="row-striping row-hover"> <tr class="row-2"> <td class="column-1"><strong>Discount</strong></td><td class="column-2"><center>26%</center></td><td class="column-3"><center>45%</center></td><td class="column-4"><center><span style="color:red;"><strong>19%</strong></span></center></td> </tr> <tr class="row-3"> <td class="column-1"><strong>Gift or service</strong></td><td class="column-2"><center>18%</center></td><td class="column-3"><center>33%</center></td><td class="column-4"><center><span style="color:red;"><strong>15%</strong></span></center></td> </tr> <tr class="row-4"> <td class="column-1"><strong>Cash</strong></td><td class="column-2"><center>12%</center></td><td class="column-3"><center>23%</center></td><td class="column-4"><center><span style="color:red;"><strong>11%</strong></span></center></td> </tr> <tr class="row-5"> <td class="column-1"><strong>Loyalty points or reward scheme</strong></td><td class="column-2"><center>15%</center></td><td class="column-3"><center>24%</center></td><td class="column-4"><center><span style="color:red;"><strong>9%</strong></span></center></td> </tr> <tr class="row-6"> <td class="column-1"><strong>Competition or prize draw entry</strong></td><td class="column-2"><center>17%</center></td><td class="column-3"><center>25%</center></td><td class="column-4"><center><span style="color:red;"><strong>8%</strong></span></center></td> </tr> </tbody> </table>  <p><span style="font-weight: 400;">It could be that such drastic increases in discounts or free gifts come from a lack of understanding of incentivization rules. As discussed, many businesses don’t know that these methods are prohibited on many platforms, and may have viewed discounts or free gifts as ‘harmless’ ways to reward loyalty.</span></p> <p><span style="font-weight: 400;">The fact is that incentivization encourages consumers to leave reviews that they might not have organically, and influences the content of the review—typically in the brands’ favor. Even if they are from verified customers, the reviews cannot be deemed authentic and trustworthy, therefore discrediting the entire system.</span></p> <h2><span style="font-weight: 600;">Summary</span></h2> <p><span style="font-weight: 400;">While much of what was important to consumers in 2022 and 2023 holds today, some themes stand out in 2024.</span></p> <p><span style="font-weight: 400;">Firstly, it’s more apparent than ever that consumers are checking multiple sources for business reviews and recommendations, including those outside of traditional review platforms. It’s a pressing reminder that reputation management should be viewed as a strategy instead of a task; not something that can be picked up when there’s time. Reputation encompasses both digital and offline channels. Realistically, it should be a shared responsibility and actively factored into areas like social media and community management, email marketing, content strategy, and more.</span></p> <p><span style="font-weight: 400;">Next, brand marketers have to be more strategic with their review requests. Automation is a wonderful thing that can speed up tasks for us marketers. But without the human considerations of timeliness and providing customers with the choice of where and how they review, it remains ineffective—or worse, frustrating for consumers. </span></p> <p><span style="font-weight: 400;">Several findings hint at a sense of consumer apathy towards the expectation for them to provide reviews after almost every experience with a business. Brands must remain conscious and respectful of this when asking for customer favors. It’s a tricky balance, knowing that review recency is a particularly important review factor.</span></p> <p><span style="font-weight: 400;">Ultimately, with all things customer experience, the utmost focus should always come down to exactly that: delivering exceptional, memorable experiences. Give consumers a reason to want to write your brand a review actively; make sure they have things to talk about that others will find useful; be present across your reputation platforms (that includes the alternative channels, like social media), and always keep in mind how local brand experiences contribute to overall brand perception.</span></p> <h2><span style="font-weight: 600;">Methodology</span></h2> <p><span style="font-weight: 400;">The Local Consumer Review Survey 2024 was conducted using a representative panel of 1,141 US consumers via SurveyMonkey. </span></p> <p><span style="font-weight: 400;">Publications and individuals are welcome to use the research findings, charts, and data, provided that BrightLocal is cited as the author and the page URL (</span><a href="https://brightlocal.com/research/local-consumer-review-survey"><span style="font-weight: 400;">https://brightlocal.com/research/local-consumer-review-survey</span></a><span style="font-weight: 400;">) is linked to.</span></p> <div class="author-bio"> <div class="ab-wrap "> <div class="ab-image "> <img src="https://d317jr06u12xtj.cloudfront.net/2022/11/aw5PBe8z-Sammy-profile-120x120.webp" width="96" height="96" alt="Sammy Paget" class="avatar avatar-96 wp-user-avatar wp-user-avatar-96 alignnone photo" /> </div> <div class="ab-info"> <div class="title"> <header> <em>About the author</em> </header> <div class="name"> <a href="https://www.brightlocal.com/author/sammypaget/"><strong>Sammy Paget</strong></a> </div> </div> <div class="description"> Sammy is BrightLocal's Content Marketing Manager, focusing on developing marketing-leading insights into what drives visibility, rankings and search success for local businesses. </div> <div class="links"> <a class="author-posts" href="https://www.brightlocal.com/author/sammypaget/"> <strong>See all of Sammy's articles (23)</strong> </a> </div> </div> </div> </div> </article> </div> <div class="post-right toc-sidebar " id="sidebar"> <div class="bl-contents-container sidebar__inner"> <div id="toc" class="bl-toc-transparent"> <div class="bl-toc-title-container"> <p class="bl-toc-title">Contents</p> </div> </div> <div class="bl-toc-transparent dt-tab-show" id="previous-surveys"> <div class="bl-toc-title-container"> <p class="bl-toc-title">Previous Surveys</p> </div> <nav id="toc-nav-desktop" class="toc-nav"> <ul> <ul> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2023/" title="2023" class="bl-toc-link"> 2023 </a> </li> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2022/" title="2022" class="bl-toc-link"> 2022 </a> </li> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2020/" title="2020" class="bl-toc-link"> 2020 </a> </li> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2019/" title="2019" class="bl-toc-link"> 2019 </a> </li> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2018/" title="2018" class="bl-toc-link"> 2018 </a> </li> <li class="bl-toc-list toc-accordion hide-icon"> <a href="https://www.brightlocal.com/research/local-consumer-review-survey-2017/" title="2017" class="bl-toc-link"> 2017 </a> </li> </ul> </ul> </nav> </div> <div class="stick"> </div> </div> </div> </div> </div> <div class="post-footer"> <div class="inner"> <div class="rp-header"> <div class="gm-header text-center"> <h3 class="">Related Posts</h3> </div> </div> <div class="rp-main-new"> <article class="post-card "> <a href="https://www.brightlocal.com/learn/7-ways-text-messaging-can-grow-your-local-business/" title="7 Ways Text Messaging Can Grow Your Local Business"> <figure class="cd-thumb" style="background:url(https://www.brightlocal.com/wp-content/uploads/2023/04/7-Ways-Texting-blog-header-564x341.png) no-repeat;"> <img src="https://www.brightlocal.com/wp-content/themes/brightlocal-2023/dist/images/trans.png" alt="7 Ways Texting Blog Header" width="50" height="50" loading="lazy" > </figure> </a> <div class="cd-text-container"> <div class="categories bd cat-main"> <a href="https://www.brightlocal.com/learn/"><span class="col-learn">Learn</span></a> </div> <header class="post-header"> <h3 class="h5"><a href="https://www.brightlocal.com/learn/7-ways-text-messaging-can-grow-your-local-business/" class="no-widows" title="7 Ways Text Messaging Can Grow Your Local Business">7 Ways Text Messaging Can Grow Your Local Business</a></h3> <p class="post-author">by <a href="https://www.brightlocal.com/author/aaron-weiche/">Aaron Weiche</a></p> </header> <div class="excerpt"> <p>Texting has now become our number one communication channel in all aspects of life. It makes communicating easier and faster, and we desire that efficiency whether connecting with friends or ...</p> </div> <div class="cat"> <div class="cat-left"> May 3rd, 2023 </div> <div class="read-time"> 8 min read </div> </div> </div> </article> <article class="post-card "> <a href="https://www.brightlocal.com/research/brand-beacon-report/" title="Brand Beacon Report 2024: The Secrets to Multi-location Marketing Success"> <figure class="cd-thumb" style="background:url(https://www.brightlocal.com/wp-content/uploads/2024/02/Blog-Header-Small-564x341.png) no-repeat;"> <img src="https://www.brightlocal.com/wp-content/themes/brightlocal-2023/dist/images/trans.png" alt="Blog Header Small" width="50" height="50" loading="lazy" > </figure> </a> <div class="cd-text-container"> <div class="categories bd cat-main"> <a href="https://www.brightlocal.com/research/"><span class="col-research">Research</span></a> </div> <header class="post-header"> <h3 class="h5"><a href="https://www.brightlocal.com/research/brand-beacon-report/" class="no-widows" title="Brand Beacon Report 2024: The Secrets to Multi-location Marketing Success">Brand Beacon Report 2024: The Secrets to Multi-location Marketing Success</a></h3> <p class="post-author">by <a href="https://www.brightlocal.com/author/sammypaget/">Sammy Paget</a></p> </header> <div class="excerpt"> <p>It’s no secret that brick-and-mortar businesses have had it rough in recent years. Rapid changes in public health and safety, economic turmoil, and political disruption have affected the world, causing ...</p> </div> <div class="cat"> <div class="cat-left"> February 7th, 2024 </div> <div class="read-time"> 25 min read </div> </div> </div> </article> <article class="post-card "> <a href="https://www.brightlocal.com/learn/review-management/key-review-sites/reviews-on-social-media/" title="How to Harness Reviews on Social Media for Local Businesses"> <figure class="cd-thumb" style="background:url(https://www.brightlocal.com/wp-content/uploads/2023/02/Social-Media-and-Reviews-Hub-Header-564x341.png) no-repeat;"> <img src="https://www.brightlocal.com/wp-content/themes/brightlocal-2023/dist/images/trans.png" alt="Social Media And Reviews Hub Header" width="50" height="50" loading="lazy" > </figure> </a> <div class="cd-text-container"> <div class="categories bd cat-main"> <a href="https://www.brightlocal.com/learn/"><span class="col-learn">Learn</span></a> </div> <header class="post-header"> <h3 class="h5"><a href="https://www.brightlocal.com/learn/review-management/key-review-sites/reviews-on-social-media/" class="no-widows" title="How to Harness Reviews on Social Media for Local Businesses">How to Harness Reviews on Social Media for Local Businesses</a></h3> <p class="post-author">by <a href="https://www.brightlocal.com/author/jennybernarde/">Jenny Bernarde</a></p> </header> <div class="excerpt"> <p>Today’s consumers don’t just turn to Google and traditional review platforms to share their recommendations about local businesses. In fact, these often aren’t where they go first. Social media plays ...</p> </div> <div class="cat"> <div class="cat-left"> February 2nd, 2023 </div> <div class="read-time"> 12 min read </div> </div> </div> </article> </div> </div> </div> <div id="sharedcount"> <div id="facebook"></div> <div id="linkedin"></div> <div id="plusones"></div> <div id="pinterest"></div> <div id="stumbles"></div> </div> </main> <footer id="page-footer-new"> <section class="footer-cta-wrapper"> <div class="footer-cta-container "> <div class="footer-signup-container"> <img width="283" height="235" src="https://www.brightlocal.com/wp-content/uploads/2023/09/GLOBEY-MAILPERSON.png" class="attachment-full size-full" alt="Globey Mailperson" decoding="async" loading="lazy" srcset="https://www.brightlocal.com/wp-content/uploads/2023/09/GLOBEY-MAILPERSON-145x120.png 145w, https://www.brightlocal.com/wp-content/uploads/2023/09/GLOBEY-MAILPERSON-181x150.png 181w, https://www.brightlocal.com/wp-content/uploads/2023/09/GLOBEY-MAILPERSON.png 283w" sizes="auto, (max-width: 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