They say the customer is always right, but what does it take to gain the trust of consumers? We’ve taken a close look at review platforms and public opinion to find out the true importance of customer ratings across different industries.
Trusting Reviews and Ratings
Estimated Number Of Online Reviews Customers Read Before Trusting A Business:
| Estimated number of reviews | |
|---|---|
| 0 | 8% |
| 1 | 3% |
| 2-3 | 24% |
| 4-6 | 32% |
| 7-10 | 18% |
| 11-20 | 8% |
| 21-30 | 3% |
| 31-40 | 1% |
| 41-50 | 1% |
| 51+ | 2% |
How much do people trust reviews:
| Trust of Ratings | |
|---|---|
| 1* | 1% |
| 2* | 1% |
| 3* | 22% |
| 4* | 35% |
| 5* | 10% |
| Don't use rating system | 30% |
Average Star Ratings by Review Site
| Site | Average Review |
|---|---|
| 4.43 | |
| 4.3 | |
| TripAdvisor | 4.25 |
| Yelp | 3.65 |
Customers and Reviews
What people check before visiting a business
| Site | Percentage of People |
|---|---|
| 64% | |
| Yelp | 45% |
| TripAdvisor | 30% |
| 23% | |
| Other | 15% |
Where do people leave reviews
| Site | Distribution |
|---|---|
| 57.50% | |
| 19.00% | |
| TripAdvisor | 8.40% |
| Yelp | 6.60% |
| All Others | 8.60% |
Ratings & Reviews by Industry
Importance of reviews when choosing a business
| Business | Percent |
|---|---|
| Bank | 55.2% |
| Restaurant | 55.5% |
| Insurance Agent | 61.2% |
| Auto Dealer | 65.2% |
| GP | 66.3% |
| Auto Repair | 67.1% |
Likelihood of leaving a review after a positive or negative experience
| Type of Business | Positive Experience | Negative Experience |
|---|---|---|
| Restaurant | 43% | 45% |
| Hotel | 41% | 48% |
| Automotive Service | 35% | 39% |
| Specialist Physician | 27% | 30% |
| Automotive Dealership | 27% | 36% |
| Primary Care Physician | 27% | 31% |
| Local Bank Branch | 19% | 25% |
| Insurance Agent | 18% | 23% |
| Financial Advisor | 16% | 28% |
Average Star Rating by Industry
| Industry | Rating |
|---|---|
| Insurance | 4.53 |
| Legal | 4.51 |
| Service | 4.51 |
| Entertainment | 4.41 |
| Transportation | 4.34 |
| Healthcare | 4.28 |
| Retail | 4.27 |
| Automotive | 4.21 |
| Hospitality | 4.17 |
| Restaurant | 4.14 |
| Real Estate | 4.09 |
| Financial Services | 4.06 |
| Senior Care | 4.05 |
| Housing | 3.9 |
| Education | 3.87 |
Sources:
- invespcro.com
- hubspot.com
- reviewtrackers.com
- econsultancy.com
- convinceandconvert.com
- hbs.edu
- statista.com
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