73 Online Review Statistics For 2023 (Data & Latest Trends)

Online Review Statistics - DemandSage

As we live in the digital world, we depend more on online activities. Checking online reviews is one of them.

Before buying anything, visiting a business, or visiting a doctor, we all check online reviews before doing these activities. 

Online reviews have become a source of people’s trustworthiness. Most people frequently trust online reviews. 

With the customers, online reviews are essential for businesses too. For businesses Building customers’ trust in their brand is the main advantage of online reviews.

In this article, we will see all the crucial aspects of online review statistics, from how many people depend on online reviews to how negative/positive online reviews impact consumers. Without wasting time, let’s see it. 

Online Review Statistics (Top Picks)

Online reviews have become increasingly important for businesses. Here are some statistics that showcase their impact on consumers and businesses.

Online Review Statistics  - Overview
  1.  More than 90% of shoppers made their purchase decision after watching online reviews of that product. 
  1. 97% of shoppers read online reviews to search for local businesses. 
  1. 60% of customers in the United States pay attention to the number of reviews when reading online reviews about local businesses.  
  1. 17% of online shoppers in the United States always read online reviews before purchasing a product. 
  1. 19% of shoppers in the United States think that before purchasing a product, it is extremely important to read online reviews of the product. 
  1.  22% of consumers expect to have 51 to 100 online reviews of a product before buying. 
  1. On average disappointed consumer tells 9 to 15 people about their bad experience. Out of those people, 86% of people quit buying from that same business.
  1. 26.8% of customers say around 50 reviews are most likely to be legitimate regarding a business’s trustworthiness. 
  1. 12% of shoppers always leave a review, while 23% leave half of the time, and 30% leave only sometimes.
  1. 42% of shoppers aged between 55 to 64 years old use online reviews for brand and product research.
  1. Google, Facebook, Yelp, and TripAdvisor make up 88% of all online reviews.
  1. 38% of customers say they are not suspicious at all of the fake reviews when reading online reviews on Better Business Bureau.
  1. Positive online reviews can increase shoppers spending by 31%.
  1. 86% of shoppers will think twice before buying anything from a website that has negative online reviews. 
  1. 72% of consumers like negative reviews because they think they help them to make the buying decision.

General Online Review Statistics

  1. More than 90% of shoppers made their purchase decision after watching online reviews of that product. 
  1. Shoppers said they don’t buy a product with 3.3 or fewer ratings.  
  1. 97% of shoppers read online reviews to search for local businesses. 

Here is a table showing the role of online reviews in the activity of customers discovering new local businesses.

CategoryShare Of Respondents
Big Role21%
Moderate Role41%
Slight Role25%
No Role12%
  1. 60% of customers in the United States pay attention to the number of reviews when reading online reviews about local businesses.  

Here is a table showing customers in the United States pay attention to which things while reading online reviews about local businesses. 

Things To Pay AttentionShare Of Respondents
Overall average star ratings85%
The businesses have a higher than average star rating than other businesses76%
Recency73%
Number of Reviews60%
Frequency of new reviews50%
The businesses have more reviews than other businesses39%
How many different reviews sites the businesses has reviews on34%

Source: FinanceOnline, truelist.co

How Many People Depend On Online Reviews?

Many people rely on online reviews, from booking online tickets for movies and dramas to visiting a restaurant. The influence of online reviews is increasing day by day.  

Online reviews can change the decision of consumers. That is why it has become necessary for businesses to maintain their online presence well. 

Online Review Statistics  - People

In this section, we will see the important statistics about how people are dependent on online reviews and how many people are getting influenced by online reviews. 

  1. 17% of online shoppers in the United States always read online reviews before purchasing a product. 

Here is a table showing when shoppers in the United States are looking for a new product, then how often they read online reviews. 

How Often Do Shoppers Read Online ReviewsShare Of Respondents
Always17%
Most of the time41%
About half of the time18%
Sometimes17%
Never7%
  1. 19% of shoppers in the United States think that before purchasing a product, it is extremely important to read online reviews of the product. 

Here a table shows, according to shoppers of the United States, how important it is to read online reviews before final purchase.  

How Important Is It To Read Online ReviewsShare Of Respondents
Extremely Important19%
Very Important38%
Moderately Important29%
Slightly Important11%
Not at all important2%
  1. 19% of consumers always trust online reviews. 

Here is a table showing the trust of consumers in Online Reviews.

The Trust Of Consumers In Online ShoppingShare Of Respondents
Always19%
If the review is authentic, then I trust19%
I only trust some of the businesses, not others15%
If there are many reviews of customers, then I trust25%
I am always doubtful about online reviews16%
I do not trust online reviews at all6%
  1. 40% of the consumer only care about online reviews, which are posted two weeks before. 
  1. 49% of shoppers trust online reviews as much as personal recommendations. 
  1. An average of shoppers read about ten online reviews before trusting a product
  1. Text reviews are the most famous form of online review, with 43%.

Here is a table showing the most famous form of online reviews. 

Form Of Online ReviewsShare Of Respondents
Text43%
Photo33%
Video24%
  1. 22% of consumers expect to have 51 to 100 online reviews of a product before buying. 

Here is a table showing consumer expectations regarding the review volume of a product. 

Number Of ReviewsShare Of Respondents
1 to 2518%
26 to 5017%
51 to 10022%
101 to 50020%
501 to 1K11%
1K to 5K9%
5K to 10K2%
More than 10K1%

Source: Statista, Finance Online, luisazhou.com, truelist.co, searchenginejournal.com.

How Many People Leave Reviews Online?

People always share their experiences and opinions online through online reviews. People’s online reviews help others while buying products or checking online reviews related to that product.

People share their reviews by themself, or sometimes businesses tell them to leave their reviews by email, SMS, etc. 

In this section, we will see all the essential statistics related to how many people leave reviews, how they leave reviews, etc. 

  1. Only 5% to 10% of shoppers actually write reviews. 
  1. 80% of the total online reviews come from follow-up emails sent by businesses. 
  1. 52% of internet users aged between 25 to 34 years old post reviews online globally. 

Here is a table showing the percentage of internet users that post reviews online globally by age group. 

Age GroupShare Of Respondents
16 to 24 years old47%
25 to 34 years old52%
35 to 44 years old45%
45 to 54 years old34%
55 to 64 years old28%
  1. 12% of shoppers always leave a review, while 23% leave half of the time, and 30% leave only sometimes.
  1. 41% of customers say that email is the main way that they have been asked to leave online reviews.
The Ways Via Then Customers Have Been Asked To Leave Online ReviewsShare Of Respondents
Via email41%
In-person/During the sale35%
When receiving a receipt or an invoice35%
SMS text27%

Source: Statista, luisazhou.com, searchenginejournal.com,

Effectiveness Of Online Review Statistics

Online reviews affect people’s purchasing behaviour in positive and negative ways. 

But it is important to notice here that online reviews have become a part of the decision-making process in our day-to-day life. 

Effectiveness Of Online Review Statistics

In this section, we will discuss some of the important statistics about the effectiveness of online reviews. 

  1. One online review can increase the click rate to the ‘buy’ button by 65%.
  1. 88% of shoppers said reading online reviews every time while online shopping influences their purchasing decision.
  1. On average disappointed consumer tells 9 to 15 people about their bad experience. Out of those people, 86% of people quit buying from that same business.
  1. Displaying online reviews on your website can increase the conversion rate by 270%
  1. Higher-price products with online reviews can increase the conversion rate by 190%.
  1. An average of 1 to 3 online reviews consumers read before buying products.

Here is a table showing the number of online reviews consumers read before buying something.

The Number Of Online ReviewsShare Of Consumers
08.7%
1 to 336.4%
4 to 631%
7 to 89.1%
More than 1014.6%
  1. 26.8% of customers say around 50 reviews are most likely to be legitimate regarding a business’s trustworthiness. 

Here is a table showing how many online reviews a business need to establish trustworthy ratings. 

The Number Of Online ReviewsShare Of Respondents
1 to 1022%
11 to 5026.80%
51 to 10018.90%
101 to 50014.10%
501 to 10005%
Doesn’t matter12.90%

Source: luisazhou.com, truelist.co.

E-commerce And Online Review Statistics

Online reviews in the e-commerce industry are very crucial for customers as well as for businesses. Customers make their buying decision by reading online reviews, and businesses maintain their online presence and gain the trust of consumers through online reviews. 

Online reviews can influence the conversion rate of products. In this section, we will see all the important and interesting statistics about e-commerce and online reviews. 

  1. 42% of shoppers aged between 55 to 64 years old use online reviews for brand and product research.

Here a table shows people who used online reviews for brand and product research by age. 

Age GroupShare Of Respondents
16 to 24 years old31%
25 to 34 years old36%
35 to 44 years old37%
45 to 54 years old40%
55 to 64 years old42%
  1. If the websites of consumer appliances and electronics display their ratings and reviews on their site, then the product’s conversion rate changes by 38%

Here is a table showing the change in conversion rates of websites that display ratings and reviews by product category. 

Product CategoryChange In Average Conversion Rate
Musical Instruments47.30%
Consumer appliances and electronics38%
Gifts and gadgets32%
Multicategory/Department store30.50%
Shoe28.50%
Accessories and Apparels23%
Beauty and Health19.20%
Furniture19%
Sporting Goods16.30%
Garden and Home16.30%
Music, DVDs, and Books16.20%
Manufacturing13.90%
Food And Beverage13.80%
Bags and Luggage13.30%
Toys, Games, and Videogames11.80%
Machinery and Tools8.70%
Education8.10%
Baby Products8.10%
Software, Computer, and Networking7.4%
Motor and Automotive sports5.8%
Consumer Packaged goods3.6%
Office Supplies1.9%
  1. 70% of shoppers purchased a product of Electronics/Computer/Phones after reading online reviews. 

Here a table shows shoppers purchasing a product after reading online reviews in the United States by type of product. 

Type Of ProductShare Of Respondents
Electronics/Computer/Phones70%
Home Appliances (Refrigerator, washer, etc.)57%
Restaurants54%
Trucks, SUVs, Cars, etc.50%
Home Furnishing (Towels, Mattress, Furniture)39%
Travel (Hotels, Airlines, etc.)39%
Clothing33%
Music/Books32%
Retailers30%
Entertainment26%
Toys/Games25%
Food or Wine24%
Other1%
  1. 89% of shoppers said checking online reviews is part of their purchasing journey.
  1. 36% of all online reviews are informing about their purchase decision. 

Source: Statista, luisazhou.com.

Online Review Platforms Statistics

There are many platforms where we can see online reviews. But there are many leading online review platforms, such as Google, Facebook, Yelp, TripAdvisor, Better Business Bureau, etc.

People are leaving millions of online reviews on these platforms. But the trustworthiness of people on these platforms varies. 

In this section, we will see discuss the statistics of the number of reviews on platforms, which platform is trustworthy the most, etc. 

  1. 88% of all online reviews are on just four sites. 
  1. Google, Facebook, Yelp, and TripAdvisor make up 88% of all online reviews. 
  1. Facebooks make up 3%, Yelp 6%, and TripAdvisor 3% of all online reviews. 

Here is a table showing some of the online review platforms used to evaluate the local business in the last 12 months.

Online Review PlatformPercentage Of Users To Evaluate The Local Business In The Last 12 Months.
Google81%
Yelp53%
Facebook48%
TripAdvisor36%
Better business bureau31%
Apple Maps13%
Healthgrades12%
Trustpilot7%
None of the above3%
  1. 81% of buyers search on Google for local businesses. 
  1. More than 53% of consumers used Yelp in 2021. 
  1. Yelp had over 244 million reviews in 2021.

Here is a table showing the number of Online reviews on Yelp from 2009 to 2021.

YearThe Number Of Online Reviews
20098.83 million
201015.12 million
201124.82 million
201236 million
201352.76 million
201471.23 million
201595.21 million
2016121.02 million
2017148.3 million
2018177 million
2019205 million
2020224 million
2021244 million
  1. 48% of consumers read online reviews in 2021. 
  1. In 2022, TripAdvisor had more than 1 million reviews and ratings

Here is a table showing the total number of TripAdvisor reviews and ratings from 2014 to 2022. 

YearNumber Of Reviews And Ratings
2014200 million
2015320 million
2016465 million
2017600 million
2018730 million
2019859 million
2020884 million
2021More than 1,000 million*
2022More than 1,000 million*

*The sources mention that the number of reviews and ratings was more than 1 million

  1. The average online review about hotels on TripAdvisor has 688 words
  1. Around 22% of travellers will post intrusive online hotel reviews.

Source: explodingtopics.com, Statista, websitebuilderexpert.com. 

Fake Online Review Statistics

Fake online reviews are those reviews that are posted to mislead the reader about service, product, etc. These reviews can be posted by customers or by businesses. 

Fake Online Review Statistics

Businesses that can not build customers’ trust post fake reviews about their services and products, etc. 

In this section, we will discuss all the important statistics about fake online reviews. 

  1. In 2021, over 2.7 million fake reviews were detected and removed. 
  1. Out of these fake reviews, 46% were 5-star ratings

Here is a table showing the total fake reviews that were detected and removed by star ratings. 

Star RatingsRemoved Reviews
1 star29%
2 stars8%
3 stars8%
4 stars8%
5 stars46%
  1. 10% of customers say they are not suspicious at all of the fake reviews when reading reviews on Google.
  1. 38% of customers say they are not suspicious at all of the fake reviews when reading online reviews on Better Business Bureau.
  1. 37% of customers said that they are very suspicious when reading online reviews on Facebook. 

Here is a table showing how customers are suspicious of fake online reviews when reading reviews from some of the top online review platforms.

  1. Google
Level Of SuspiciousnessShare Of Respondents
Very suspicious12%
Fairly Suspicious33%
A little suspicious 45%
Not suspicious at all10%
  1. Amazon
Level Of SuspiciousnessShare Of Respondents
Very suspicious37%
Fairly Suspicious33%
A little suspicious 23%
Not suspicious at all7%
  1. Yelp
Level Of SuspiciousnessShare Of Respondents
Very suspicious26%
Fairly Suspicious33%
A little suspicious 30%
Not suspicious at all11%
  1. Google
Level Of SuspiciousnessShare Of Respondents
Very suspicious18%
Fairly Suspicious34%
A little suspicious 36%
Not suspicious at all12%
  1. Apple Maps
Level Of SuspiciousnessShare Of Respondents
Very suspicious12%
Fairly Suspicious34%
A little suspicious 37%
Not suspicious at all17%
  1. TripAdvisor
Level Of SuspiciousnessShare Of Respondents
Very suspicious12%
Fairly Suspicious30%
A little suspicious 43%
Not suspicious at all15%
  1. Better Business Bureau
Level Of SuspiciousnessShare Of Respondents
Very suspicious12%
Fairly Suspicious17%
A little suspicious 33%
Not suspicious at all38%

Source: Statista, searchenginejournal.com.

Positive Online Reviews Statistics

Positive online reviews positively impact customers’ buying behaviour. If the customer gets a positive experience from the service or product, then they are leaving a positive review. 

But businesses also can post positive reviews about their services and products to influence customers’ shopping behaviour. 

In this section, we will see all the important statistics about positive online reviews. 

  1. Positive online reviews can increase shoppers spending by 31%.
  1. 57% of consumers only trust businesses that have a rating of 4 stars or more than that.
  1. 48% of consumers can trust businesses having three starts.
  1. A 1-star increase in every product can boost revenue by 5% to 9% of that business.
  1. A single online review of a product on a website page can boost the conversion rate by 354%.

Source: luisazhou.com, Finance Online, truelist.co

Negative Online Review Statistics

Negative online reviews help customers make their buying decision more nicely. 

If one customer experiences bad service or gets the wrong product, that customer leaves a negative review. That review can help other customers to make their buying decision. 

In this section, we will see all the necessary statistics about the impact of negative online reviews on customers’ behaviour and many more.

  1. 86% of shoppers will think twice before buying anything from a website that has negative online reviews.  
  1. One negative comment can cost businesses or websites up to 30 customers
  1. 75% of all businesses do not respond to negative online reviews. 
  1. 53% of consumers expect fast responses to negative online reviews.
  1. 33% of customers expect a response to negative online reviews in 3 days.
  1. 53% of consumers expect responses to negative online reviews within a week. 
  1. 72% of consumers like negative reviews because they think they help them make the buying decision. 
  1. Negative online reviews can drive away 40% of consumers
  1. Consumers spend 4x more time on the same website if they see negative online reviews.

Source: explodingtopic.com, luisazhou.com.

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Conclusion: Online Review Statistics (2023)

Online reviews changed the way how customers buy products or services today. Almost every customer nowadays checks online reviews before buying anything. 

Online reviews influence the E-commerce industry the most. Customers and businesses both are using online reviews for their benefit.

But some of the fake reviews from businesses and customers can mislead the reader. These fake reviews can lead customers to buy the wrong product and take bad service. 

There are two types of reviews, positive and negative reviews. Both help people to make their buying decision. 

These statistics are continuously changing. For more latest statistics, keep visiting this article. We will be updating this article from time to time. 

FAQs

 What percentage of customers trust online reviews?

According to Luisa Zhou, 74% of customers say online reviews make them trust businesses or brands. 73% of customers say if businesses have positive reviews, then it becomes easy for customers to trust the business or brand. 

Who is more likely to leave negative reviews? 

Customers who experienced bad service or wrong products are likelier to leave than those who experienced good service or good products. People are more likely to talk about their bad experiences. 

 Do reviews increase sales?

Yes. Reviews can increase sales by 18%. Customers are more likely to buy products from a site where online reviews are available. 

 Is reviews a marketing strategy?

Yes. Review marketing is part of an online marketing strategy. This strategy deals with increasing the number of reviews. 

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