75% of Consumers Trust Online Reviews

Online Reviews

Three out of four consumers think the information on online review sites is fair, according to a new research report published by Maritz Research. The report however cautioned against believing review site users blindly accept the integrity of the information presented. About 16% of all respondents felt the information presented was overly negative, while 9% felt it was overly positive. Maritz Research surveyed 3404 people about their use of dedicated review and rating sites, such as Yelp, Trip Advisor, Dealer Rater, Urban Spoon and others.

Here are some additional findings in the report that may be useful to your business:

  • 60% of the people surveyed said they pay more attention to actual review comments rather than numerical or star ratings.
  • Men were slightly less trusting of review sites than women (73% vs. 78%).
  • Younger people are significantly more skeptical of the integrity of information on review sites when compared to older people.

The report published by Maritz contains several nice charts that provide more detail, plus user trust ratings by review site for most of the larger sites.





One Response

  1. Bernie says:

    Thank You For this info! I am trying to get many online reviews now… any other suggestions?

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