In 2024, online reviews are king. They’re not just a casual peek into a business’s reputation anymore—they’ve become a critical factor that can make or break a local business. Whether it’s finding the best pizza in town or deciding which dentist to trust, reviews have changed the way consumers navigate the world of local services.
But here's the twist: Not everyone views or leaves reviews the same way. Your age, gender, and even income level influence how you interact with online reviews. In this deep dive, we’ll explore the demographic breakdown of online reviews—who’s leaving them, who’s reading them, and who’s suspicious of them.
Monitoring Reviews: Who's Checking In?
Online reviews are everywhere—Google, Yelp, Facebook, Amazon—you name it. But the question is, who’s watching the most closely?
Age Matters in Review Site Usage
Here’s something you probably didn’t see coming: younger consumers (aged 18–29) are the biggest fans of Apple Maps for checking reviews. Yep, 26% of them use it regularly. But when it comes to Google, it’s still the go-to for all age groups, though the over-60 crowd isn’t quite as hooked as the younger generations (about 7% less).
For the older crew, Better Business Bureau (BBB) is their jam. As you get older, you’re twice as likely to rely on BBB reviews. It’s a trust thing, and it shows that different generations are gravitating toward different platforms when it comes to seeking social proof.
Women vs. Men: Who Trusts Online Reviews More?
There’s a surprising split between the genders when it comes to online reviews.
Women Read Reviews More Frequently
In our deep dive, we found that 79% of women read online reviews either ‘Always’ or ‘Regularly,’ compared to 75% of men. That might not seem like a huge gap, but it hints at something bigger: women are slightly more likely to rely on reviews when making decisions about local businesses. Maybe it’s because they’re a bit more discerning or just like to cross-check before committing.
But what about trust? Turns out men are a little more suspicious across the board. Men tend to distrust reviews they see on Apple Maps (87% don’t trust what they’re reading there) and TripAdvisor (83% aren’t buying it). Meanwhile, women are more skeptical of reviews on Amazon (84% of women smell something fishy) and Google (83%).
So if you’re trying to market to a female audience, you better make sure your Google reviews are on point. For the guys? Keep an eye on your Apple Maps ratings—it’s where they’re most suspicious.
The Fake Review Epidemic: Who’s Noticing?
Fake reviews are rampant—no shocker there. But here’s where it gets interesting: younger people are much more likely to spot a fake.
Younger Consumers Spot Fake Reviews More Often
Those aged 18–44 are the sharpest when it comes to spotting bogus reviews, especially on Amazon and Google. A combined 58% of this group say they’ve come across fake reviews on these platforms. Meanwhile, older folks are less likely to notice (or care), with only 38% spotting fake reviews.
This could be a reflection of younger people’s familiarity with digital marketing tactics and a stronger sense of online skepticism. Older consumers, on the other hand, may have a more traditional sense of trust in what they read online.
Who’s Leaving the Reviews?
Now that we know who’s reading and who’s suspicious, let’s talk about who’s actually taking the time to leave reviews.
Younger People Love a Good Negative Review
If you’ve noticed a surge of harsh reviews, it’s likely coming from younger folks. Consumers under 44 are more likely to leave negative reviews than any other age group. It’s not because they’re just grumpy—it’s because they’re more likely to speak up when they disagree with a business’s average star rating. In fact, 77% of 18–29-year-olds leave a review when they think the current score is unfairly low.
Older Consumers Are More Generous
On the flip side, older consumers (over 45) are more likely to leave a positive review, especially if a business has gone out of its way to resolve an issue. They’re all about rewarding great service and helping businesses they like. This means if you’re targeting an older audience, it’s key to go above and beyond with customer service to earn those glowing five stars.
Income Levels and Reviews: Who’s More Likely to Speak Up?
Turns out, your income also plays a role in whether or not you’ll leave a review.
High Earners Are More Vocal (Both Good and Bad)
Consumers earning over $200k are the most likely to leave a review, period—whether it’s positive or negative. When you’re shelling out more money for high-end services, the stakes are higher, and these folks are quick to voice their opinions.
On the other hand, low earners (under $100k) are more likely to leave positive reviews. They know the hustle, and they appreciate when a local business delivers. It’s all about showing support for businesses that are doing it right.
Conclusion
Demographics play a massive role in how consumers interact with online reviews. Younger consumers are quicker to spot a fake and aren’t shy about leaving a negative review, while older folks are more trusting and generous with their feedback. Meanwhile, income also determines who’s most likely to voice their opinion—and high earners aren’t holding back.
As a local business, understanding these trends can help you tailor your marketing strategies. Want to win over younger customers? Focus on authenticity and transparency in your reviews. Want glowing feedback from older customers? Go the extra mile with customer service.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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