Let’s talk reviews. Not just any reviews—local consumer reviews. It’s no secret that online reviews have become one of the most critical pieces in the local business marketing puzzle. With more and more people relying on what others say about your business, understanding the current state of local consumer reviews can be the key to unlocking your business growth.
We’ve taken a deep dive into the Local Consumer Review Survey 2022 to give you the most important takeaways. Spoiler alert: If you’re not actively managing your online reviews, you’re missing out. Big time.
The Power of Reviews in 2022
First things first, 99% of consumers used the internet to find information about local businesses in the last year. Yep, 99%! And more than three-quarters of these people are regularly reading online reviews. This is up from just 60% in 2020. That means if you don’t have a solid review strategy, you’re leaving money—and customers—on the table.
But it’s not just about getting reviews. It’s about understanding how people use them to make decisions. Let’s break down the most important stats from the survey:
77% of consumers "always" or "regularly" read online reviews when browsing for local businesses.
89% of people are more likely to use a business that responds to all its reviews.
81% of consumers use Google to evaluate local businesses, which is up from 63% just the year before.
What does this tell us? Reviews are no longer just a nice-to-have. They’re essential. If you’re not actively collecting and managing them, you’re losing out to the competition.
Where Consumers Are Looking
While Google continues to dominate, with a massive 18% jump in usage for local business reviews, don’t sleep on Yelp. Its user base saw a huge 31-point increase in 2021, making it a platform you can’t afford to ignore. And while Facebook is still a key player, its usage for evaluating local businesses has taken a hit, dropping from 54% to 48%.
Here’s the thing: You can’t just rely on one platform. Diversify where you collect reviews to build a robust presence across multiple channels. This ensures you reach as many potential customers as possible.
What Consumers Want
Reviews matter, but not all reviews are created equal. Here’s what makes a review stand out to potential customers:
75% want a written review that describes a positive experience.
58% prioritize star ratings.
55% say a response from the business owner positively impacts their perception of the business.
This is gold. You’re not just trying to rack up five-star ratings (although those are great); you’re crafting an experience that encourages well-written, detailed reviews. Oh, and if you’re not responding to reviews? Fix that immediately. Responding shows you care about your customers—whether they’re happy or not.
The Importance of Timing
Here’s an interesting stat: The number of people who pay attention to reviews left in the past two weeks dropped from 50% to 22%. This means that while fresh reviews are still important, customers are becoming more forgiving when it comes to review recency. They understand that businesses have ups and downs, especially in today’s unpredictable world.
But don’t get too comfortable. 73% of people say they still care about how recent a review is, so it’s crucial to keep new reviews rolling in. Make it easy for your customers to leave a review and prompt them right after their experience with you.
The Impact of Fake Reviews
Here’s a stat that should make every business owner sit up: 62% of consumers believe they’ve seen a fake review for a local business in the last year. Fake reviews can seriously damage trust—not just in the business, but in the entire review ecosystem.
In fact, 67% of consumers say that the existence of fake reviews makes them generally distrustful of online reviews. This is a massive red flag for the industry and something every business should be wary of. The solution? Be transparent, respond to reviews (especially negative ones), and build a genuine review strategy to help customers see the real you.
How to Leverage These Insights
Now that we’ve hit you with the stats, let’s talk about what you can do with them. The takeaway here is simple: Reviews are critical to your business’s online reputation and success.
Here’s what you can do right now:
Ask for reviews regularly. Don’t be shy—customers are more than willing to leave reviews if you simply ask.
Respond to reviews, both positive and negative. It’s not just about damage control; it’s about building trust.
Diversify your platforms. Google is a must, but make sure you’re also present on other key platforms like Yelp and Facebook.
Keep your reviews fresh. Even though people are becoming more forgiving about recency, fresh reviews still help build credibility.
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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