Study Reveals More Trust Placed in Online


Local businesses and big brands all benefit from word-of-mouth advertising. A new study by BrightLocal has revealed that 79 percent of consumers trust online recommendations as much as personal recommendations for local purchases. This study reveals that more consumers are relying on reviews to get insight about companies before making purchases from them. This knowledge places more emphasis on local businesses to manage their online reputation and to encourage more consumers to leave positive reviews and manage negative ones.

Questions on the Local Reviews Survey

The BrightLocal survey, titled the 2013 Local Consumer Review Survey, questioned over 2,000 consumers to get their feedback regarding reviews. Some of the most insightful questions and answers are revealed below.

1. Do You Read Online Customer Reviews To Determine Whether A Local Business Is A Good Business?

In 2013, 85 percent of consumers said yes, they do read online reviews before making a decision about a local business. This number is up from 75 percent in 2012 and reveals that more consumers are in fact getting more comfortable with online reviews.

2. How Do Online Customer Reviews Affect Your Opinion Of A Local Business?

Almost three-fourths of consumers said that positive reviews make them trust a business more. Only about 11 percent of participants said that they don’t take notice of online customer reviews, down from 16 percent in 2012. This reveals that more consumers are both using reviews to determine the level of trust of a company as well as paying more attention to what others are saying about them before making a purchase.

3. Do You Trust Online Customer Reviews As Much As Personal Recommendations?

79 percent of respondents said that they trust online reviews as much as personal recommendations as long as:

  • There were multiple reviews to read
  • They thought the reviews were authentic
  • They felt that they were necessary for the specific business

The authenticity factor shows that consumers read reviews with the knowledge that some of them may be fake and are on the lookout for these. They also like to read a variety of reviews to get an overall feeling of how others perceive a business that they are considering making a purchase with.


Local business reviews are becoming more important as evidenced by this study provided by BrightLocal. Consumers are becoming increasingly trustworthy of online reviews and are referencing them more to make decisions about their purchases. If you are a local business and are not actively promoting and encouraging your best customers to leave reviews, contact Tampa SEO today to learn more about how you can implement this into your Internet marketing strategy.


Posted in: Blog, SEO Advice by on July 22nd, 2013 Comments (0)

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