Do Reviews Still Matter? Study Looks At Changing Consumer Behavior via @sejournal, @MattGSouthern

BrightLocal has released a caller study analyzing 15 years of user reappraisal behaviour data. The findings uncover shifts successful however radical probe and bargain from section businesses.

Here’s much astir the study and what it means for marketers.

Historical Trends

The study tracks the popularity of online reviews. It notes a emergence successful section concern probe from 2015 to 2016, which coincided with smartphone ownership reaching 77% among U.S. adults.

This inclination peaked during the COVID-19 pandemic successful 2020, erstwhile 59% of consumers said they researched section businesses astir daily.

After that, the fig of consumers researching section businesses steadily decreased.

Traditional Review Metrics Less Important

Consumers present spot little value connected accepted reappraisal metrics:

• Fewer consumers expect cleanable five-star ratings.
• People attraction little astir however caller reviews are compared to 2018–2020.
• Star ratings inactive matter, but much customers spot them arsenic “vanity metrics” alternatively of close indicators of concern quality.

The study notes:

“This reinforces the constituent that consumers are much knowing of the challenges to support precocious ratings, and that it’s not a realistic indicator of existent prime arsenic a standalone factor.”

Consumers Willing To Write Reviews

Consumers whitethorn attraction little astir reviews erstwhile deciding what to bargain but are inactive consenting to constitute them.

In the past 5 years, astir three-quarters of adults successful the US person written an online review.

Additionally, information indicates that consumers are much consenting to constitute reviews, adjacent if they didn’t bash truthful successful the past year.

The study states:

“For concern owners, what this shows is that, contempt the challenges of maintaining a accordant watercourse of caller reviews, consumers are overwhelmingly consenting to constitute one. It’s each astir giving them a beardown crushed to bash truthful (AKA a memorable experience) and catching them astatine the close time.”

Platform Preferences

Screenshot from: brightlocal.com/research/consumer-reviews-historical-trends/, March 2025.

Google continues to pb arsenic the preferred reappraisal platform, but the probe shows movements among different platforms:

• Facebook has dropped successful some usage and spot from 2020 to 2025.
• Yelp remains unchangeable arsenic a trusted reappraisal source.
• Platforms similar YouTube, section quality outlets, and societal media are much influential successful helping consumers marque decisions.

The study suggests that the favoritism betwixt “traditional” and “alternative” reappraisal platforms is little relevant, posing the question:

“What does a user attraction astir the explanation of a reappraisal platform, really?”

Screenshot from: brightlocal.com/research/consumer-reviews-historical-trends/, March 2025.

I’m sharing a idiosyncratic anecdote here: I thin to bash overmuch of my section concern probe connected YouTube and TikTok.

I’m traveling retired of municipality this month, and I utilized a operation of some platforms to determine which edifice to book, the nonstop country benignant I wanted to book, and the restaurants I wanted to devour astatine portion I’m there.

As the study notes, I felt the experiences shared connected YouTube and TikTok were a much authentic practice of what I’d acquisition arsenic a consumer. Although they don’t person standardized reappraisal systems, videos connection each the accusation needed to marque an informed decision.

What This Means For Marketers

While recency and prima ratings substance for section visibility, they nary longer archer the full communicative for customers.

BrightLocal’s survey offers these takeaways for marketers:

1. Be disposable connected assorted platforms, not conscionable reappraisal sites.
2. Respond to lawsuit feedback alternatively of conscionable aiming for precocious ratings.
3. Use your concern identity, similar a Google Business Profile, to link with socially conscious consumers.
4. Adapt to the changing ideas of “review platforms.”
5. Ask for reviews. Customers are consenting to constitute them, truthful don’t hesitate to ask.

See the afloat report.

Featured Image: ImageFlow/Shutterstock