The Recommendation Economy
72% of consumers trust online reviews as much as personal recommendations

Study: 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations

Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.


  • The importance and value of online reviews is on the way up!
  • Local consumers are becoming more familiar with online reviews and therefore placing more value and trust in them.
  • Online reviews give users quick access to information which helps them make informed decisions faster and more easily than ever before. This growing trust means that users are prepared to make decisions based on fewer reviews.
  • The continued growth of mobile Internet usage (cell phones & tablets) means that more and more consumers will be searching and finding local businesses online.
  • The availability of clear and easy to consume review/star-rating content will become even more important to consumers and extremely valuable to local business owners.
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