29 Online Review Statistics For 2024 (Data & Latest Trends)

With over 98% of people reading online reviews, that is an important piece of text on which your business or product is judged.

Whether running an online shop or a local business, online reviews are responsible for creating and maintaining your brand image in the market.

Since more than 49% of people trust online reviews while buying a product, it is necessary to have a good online image.

Let us have a look at some substantial statistics revolving around the influence of online reviews.

Online Review Statistics 2024 (Top Picks)

  • 95% of customers read online reviews while buying a product.
  • 62% of consumers do not support brands that practice review censorship.
  • 60% of consumers believe that the number of reviews matters a lot.
  • 67% of consumers think fake reviews are a problem.
  • Around 41.7% of shoppers prefer using third-party review sites.
  • Around 95% of people make buying decisions based on an online review.
  • Nearly 49% of consumers trust online reviews as much as personal recommendations.
  • More than 50% of internet users post online reviews every month.
  • 86% of employees and job seekers research company reviews before applying.

Need and Effectiveness of Online Reviews

If you want to run a business in 2024, having an excellent online presence is critical.

With 72% of consumers claiming that positive reviews make them trust a local business more, online reviews are most effective in building an excellent online reputation.

1) 93% of customers read online reviews while buying a product

With more than 84% of millennials not trusting traditional advertising, a study found that 9 out of 10 people read online reviews before purchasing a product online.

Online Review Stat

People also feel more comfortable if the product they wish to buy has reviews with images from legitimate consumers.

Source: Global Newswire

2) More than 49% of consumers trust online reviews

Online reviews play an essential role in the sales cycle and brand establishments since more than 95% of buyers tend to make buying decisions based on an online review.

A local consumer survey revealed that 49% of consumers trust online reviews just as much as personal recommendations.

37% of consumers tend to trust consumer reviews as much as suggestions from social media influencers.

Source: BrightLocal 

3) 62% of consumers do not support brands that practice review censorship

Due to the impact of online reviews, it is typical for brands and businesses to hide the bad side of their services. 

Customers today expect total transparency and originality from the businesses that they buy from.

More than 62% of the consumers reported that they do not support brands that hide online reviews of their products.

Source: Trustpilot

4) 60% of consumers believe that the number of reviews matters a lot

Regarding online reviews for business and sales development, the more reviews, the better. 

60% of consumers trust businesses with a significant number of reviews. However, this number has dropped since 2020.

A higher number of reviews is considered to validate a business’s legitimacy, and trust is built among consumers to buy from the business.

Source: BrightLocal

5) Roughly 75% of consumers leave an online review for local businesses to help them improve

Online reviewing is a closely knit web where consumers help consumers and businesses altogether.

A survey reported that nearly 75% of the consumers left an online review for some local businesses to help them improve.

Only 34% say they submit online reviews for satisfactory encounters, while only 7% do so for negative ones. 

Source: BrightLocal

6) Around 41.7% of shoppers use third-party review sites to know about a product

Due to the biased reviews on the selling or the official platform, it can be difficult to find a balanced review that solves buyers’ doubts.

A survey showed that 16.6% of shoppers totally trust third-party review sites like Yelp. 

Around 41.7% reported somewhat trusting the third-party review sites.

In addition, 7.9% of consumers need to believe a reviewer before they place their trust in an online review.

Source: BizrateInsights

7) 58% of consumers are ready to pay more or travel further to visit companies with good reviews

A study by Podium showed that more than 58% of consumers were happy to pay more money if they could buy a product with good reviews.

Online Consumer Stats

41% of Americans also believed that reviews are among the most important considerations when browsing for local businesses.

Source: Podium

8) More than 50% of internet users post online reviews every month

With the rapid increase in internet users and eCommerce in the last decade, customers are actively participating in online reviewing more than ever.

A study concluded that more than half of all internet users have reported having posted an online review in the past 30 days.

Consumers aged 25-34 are the most likely to post an online review, with 53% of that age group posting an online review.

Source: GWI

9) 67% of consumers think fake reviews are a problem

With 92% of millennials identifying fake reviews now and then, it is mandatory to ensure the authenticity of the reviews. 

A study showed that 67% of consumers are fed up with fake reviews.

72% of consumers believe fake product reviews are becoming a norm

Google reported the most, with 10.7% fake reviews, followed by Yelp and TripAdvisor, with 7.1% and 5.2 % fake reviews, respectively. 

Source: AgilityPr

10) Google is responsible for 73% of all online reviews

Google, Yelp, TripAdvisor, and Facebook are the top platforms, with 88% of the total online reviews that consumers trust.

Google houses 73% of all reviews, while Yelp accounts for 6%.

TripAdvisor and Facebook account for 3% of the online reviews.

Source: Review Tracker

11) Google is used by 81% of consumers to check out local businesses

Since most of the online reviews are posted on Google, consumers from every niche log on to Google to read reviews.

With over a billion users per month, Google Maps has the most significant number of reviews, with reviews for various places, businesses, hotels, and localities.

A survey revealed that more than 81% of consumers read reviews specifically on Google.

53% of consumers reported reading Yelp reviews helped them.

Source: BrightLocal

12) 40% of the travelers found Tripadvisor’s long-form reviews helpful

TripAdvisor is an online review site that focuses mainly on travel reviews, and it accumulated over 2 billion reviews in February 2022.

A report from TripAdvisor indicated that travellers found descriptive long-form reviews more helpful in finding a desired accommodation.

The most reviewed restaurant on TripAdvisor ever was Pastéis de Belém in Lisbon, Portugal, with over 52,600 reviews.

43% of users rated Tripadvisor the most reliable platform for consistent feedback

TripAdvisor reviews are 3x longer than the reviews on other travel review sites. The average online hotel review on the platform is 688 characters or about 90-160 words long.

Source: TripAdvisor

13) 82% of the buyers have read a fake review in the last year

To exploit the benefit of online reviews, many fake reviews are posted daily by bot accounts or third-party review services.

A study found that around 82% or 4 in 5 consumers have read a fake review in the past year.

92% of people who noticed the fake reviews were between 18 and 34 years old.

Several people also reported that it’s nearly impossible to distinguish between an authentic and a fake review. 

Source: Invesp

14) The average American consumer reads 10 reviews before trusting a business

Average American consumer reads 10 reviews before trusting a business

It has become a norm to check online reviews of an enterprise before conducting any kind of business with it.

A Statista study suggested that an average American reads around 10 online reviews before they trust a business. Another 31% of consumers tend to read more than 10 reviews. 

Source: Statista

15) 54.7% of consumers read at least four product reviews before purchasing a product

Due to the availability of hundreds of online reviews, a consumer is unsatisfied by reading one review.

According to a survey, more than half, over 54.7% of consumers read at least 4 product reviews before making a purchase.

The remaining 44% reported that they read 3 or fewer reviews.

Source: BizrateInsights

16) 55% of Amazon sellers reported receiving less than 100 reviews per month

Due to the large seller base and product categories, sales on Amazon highly rely on online product reviews.

A survey conducted by eComEngine on more than 200 Amazon sellers concluded that 55% of sellers received less than 100 reviews per month.

45% of the sellers surveyed received fewer than 30 reviews each month.

84% of the sellers felt that reviews are extremely critical to their Amazon business.

Source: eComEngine

17) The word count of online reviews has dropped by 65% in the last decade

In order to provide brief descriptions and information about products, the reviews used to be longer in length.

In 2010, a typical review comprised more than 600 words.

However, the reviews are stitched around with 200 words or less as of 2024.

Though the reviews are becoming shorter, the number of reviews is increasing exponentially.

Source: BrightLocal

18) 86% of employees and job seekers research company reviews before applying

Company reviews are not only helpful for other businesses but also for employees or job seekers.

A study by GlassDoor reported that 86% of job seekers and employees research company reviews to get an idea about the company before applying.

The research also reported that 86% of women and 67% of men in the United States will not join a company with bad reviews.

Source: GlassDoor

19) 75% of businesses don’t address the negative reviews

A big mistake many businesses make is not responding to negative reviews and losing valuable customers.

Around 75% of businesses are known to ignore negative reviews and lose customers forever.

On the other hand, businesses that respond to at least 25% of their reviews make 35% more in earnings.

Source: Keeping

20) 93% of Facebook users don’t trust reviews on the platform

93% of Facebook users don't trust reviews on the platform

With over 3 billion users, Facebook is the biggest social media in the world and has its own marketplace.

However, 93% of Facebook users reported that there is a large number of fake reviews on the platform, and the trust in reviews on Facebook is nearly obsolete.

The remaining 7% of Facebook users believed there was nothing wrong with the reviews on the platform.

In recent years, Google, Yelp, and Amazon reviews also showed a low trust factor.

Source: BrightLocal

Other Significant Statistics

  1.  82% of consumers research products online before going in-store to make a purchase.
  2.  53% of merchants and brands report that online reviews have a positive impact on sales.
  3.  Only 2% of consumers have never read an online review.
  4.  Customers accept a minimum rating of 3.3 stars.
  5. Yelp receives around 26,830 new reviews every minute.
  6.   43% of consumers want to see more than 100 reviews for an item.
  7.  53% of consumers expect a quick response to negative reviews. 
  8.  52% of travelers said they wouldn’t book a hotel without any reviews.
  9.  7 in 10 consumers use rating filters while searching for goods or businesses.

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