Consumer behavior is like the secret sauce to success in today’s hyper-competitive market. Whether you’re a marketer, strategist, or just trying to get your business off the ground, understanding how and why people behave the way they do online is crucial. And in the realm of online reviews, reputation is everything.
The 2024 Local Consumer Review Survey dives deep into the nitty-gritty of how consumers are interacting with online reviews. Are they still relying on Google, or are new platforms like TikTok and Instagram creeping into the mix? What do they value most in a review? And perhaps most importantly, how do these reviews influence their buying decisions?
Let’s break down the key findings and see what’s really driving consumer behavior in 2024.
Key Themes and Findings
Local reputation matters for big brands: A whopping 91% of consumers say local branch reviews impact their overall perception of big brands.
Responding to reviews is crucial: 88% of consumers are more likely to use a business that replies to all its reviews. Compare that to just 47% who would consider a business that doesn’t respond at all.
AI in review responses: 58% of consumers preferred AI-generated review responses over human-written ones—surprising, right?
Social media’s growing role: 34% of consumers use Instagram, and 23% use TikTok for local business reviews. These platforms are becoming alternative review hubs.
Consumers are cross-checking: 41% of consumers use three or more sites to check business reviews before making a decision.
Finding and Using Business Reviews
Consumers aren’t just glancing at reviews—they’re digging in. In 2024, 75% of consumers say they “always” or “regularly” read online reviews, which is nearly unchanged from 2023. Only 3% say they never read reviews, which means reviews are deeply embedded in the decision-making process.
Google is still king—but with a twist. While 81% of consumers use Google to read reviews, down from 87% in 2023, the platform still dominates. Interestingly, platforms like Apple Maps and Trustpilot are gaining ground, with usage increasing by 3% since 2022. Meanwhile, Yelp and Facebook are seeing declines, which might be linked to shifts in consumer behavior post-pandemic.
How Many Sites Do Consumers Check?
Consumers are diversifying their sources. While Google remains the go-to, 77% of consumers use at least two review platforms, and 41% check three or more. This cross-referencing highlights the importance of consistent business information across platforms. As a business, you need to be everywhere your customers are looking.
The Most Important Review Factors
So, what makes a review stand out? The number one factor is the content of the review itself—69% of consumers feel positive about using a business if the reviews describe positive experiences. And while star ratings are still important, consumers are becoming more skeptical. Only 71% of consumers would consider a business with a rating below three stars, down 16% from 2023.
Consumers are also paying more attention to the authenticity of reviews. There’s a growing trend where named reviews (as opposed to anonymous ones) are gaining more trust—48% of consumers say named reviews make them more likely to trust the feedback.
Responding to Reviews: Timing Is Everything
Timing your response to reviews is critical. While 93% of consumers expect a business to respond to their review, 34% want that response within two to three days. This shows that while responding is essential, how quickly you do so matters just as much.
And here’s where AI steps in. With 58% of consumers preferring AI-generated responses, businesses can leverage AI to maintain responsiveness without compromising on personalization. It’s about finding that sweet spot between efficiency and authenticity.
Trust in Business Reviews
Half of the consumers trust online reviews as much as personal recommendations from friends and family. That’s a big deal. It means that for 50% of people, your online reputation is just as good as word-of-mouth. But with great power comes great responsibility—businesses must ensure their reviews are authentic and trustworthy.
The AI Impact on Reviews
Here’s the kicker: Consumers are starting to be suspicious of reviews that feel like they were written by AI. Yet, when it comes to review responses, AI seems to be doing a stellar job. It’s a delicate balance—use AI to enhance your responses, but keep it human enough to avoid raising eyebrows.
Final Thoughts
The review landscape is evolving, and businesses need to stay ahead of the curve. Consumers are getting smarter, cross-referencing platforms, and expecting businesses to engage with them authentically. Whether it’s using AI to craft better responses or ensuring your presence across multiple platforms, the goal remains the same—build trust, be transparent, and keep your customers happy.
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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