Introduction to Consumer Review Behavior
The way people research and buy from local businesses has undergone significant changes over the years. A recent report by BrightLocal analyzing 15 years of consumer review behavior data provides valuable insights into these shifts. The findings of this study are crucial for marketers to understand how to adapt their strategies to effectively reach and engage with their target audience.
Historical Trends in Local Business Research
The report highlights a notable increase in local business research from 2015 to 2016, coinciding with the rise in smartphone ownership among U.S. adults, which reached 77% at that time. This trend saw its peak during the COVID-19 pandemic in 2020, with 59% of consumers stating they researched local businesses almost daily. However, after 2020, there was a steady decline in the number of consumers researching local businesses.
Evolution of Traditional Review Metrics
Consumers’ perceptions of traditional review metrics have changed over time. Key observations include:
- Fewer consumers now expect businesses to have perfect five-star ratings.
- The recency of reviews is less of a concern compared to the period between 2018 and 2020.
- Star ratings, while still important, are increasingly viewed as "vanity metrics" rather than accurate indicators of business quality.
This shift indicates that consumers are becoming more understanding of the challenges businesses face in maintaining high ratings and are looking beyond just the ratings for a more holistic view of a business’s quality.
Consumers’ Willingness to Write Reviews
Interestingly, despite caring less about reviews when making purchasing decisions, consumers are still very willing to write reviews themselves. In the last five years, almost three-quarters of U.S. adults have written an online review. Moreover, there’s an indication that consumers are more inclined to write reviews even if they haven’t done so in the past year. This presents an opportunity for businesses to encourage reviews by providing memorable experiences and soliciting feedback at the right moment.
Platform Preferences for Reviews
Google continues to lead as the preferred platform for reviews, but there are movements among other platforms:
- Facebook has seen a decline in both usage and trust from 2020 to 2025.
- Yelp remains stable and is trusted as a review source.
- Platforms like YouTube, local news outlets, and social media are gaining influence in helping consumers make decisions.
This trend suggests that the distinction between traditional and alternative review platforms is becoming less relevant, with consumers focusing more on the content and authenticity of the reviews rather than the platform itself.
Implications for Marketers
The report offers several key takeaways for marketers:
- Be Visible Across Various Platforms: It’s not enough to just be present on review sites; businesses need to have a presence across multiple platforms.
- Respond to Customer Feedback: Rather than solely focusing on achieving high ratings, businesses should prioritize responding to customer feedback to build trust and reputation.
- Utilize Business Identity: Tools like Google Business Profile can help connect with socially conscious consumers.
- Adapt to Changing Notions of Review Platforms: Businesses should be flexible and adapt their strategies as consumer preferences for review platforms evolve.
- Ask for Reviews: Since customers are willing to write reviews, businesses should not hesitate to ask for them.
Conclusion
The landscape of consumer review behavior is dynamic, influenced by technological advancements, global events, and shifting consumer preferences. By understanding these trends and adapting their strategies accordingly, businesses can better navigate the complex world of online reviews, improve their visibility, and build stronger relationships with their customers. The key to success lies in being adaptable, customer-centric, and present across the digital landscape.