29 Key Online Review Statistics You Can’t Miss in 2024

BySakshi Chandwani


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Before purchasing or trying out a new service, most people turn to online review platforms, search engine results, and social media to gather information and insights from others who have already experienced what they are considering. These online reviews can greatly influence consumer behavior, making them a crucial aspect of reputation management for businesses of all sizes. Let's have a look at the best 29 online review statistics.

Table of Contents

How do we collect these statistics?

To provide you with accurate online review statistics, experts in consumer behavior and online reviews gather and analyze data from various sources. These statistics are collected using reputable sources like Trsutpulse and Explodingtopics.

29 online review statistics

Now, let's delve into the 29 online review statistics that every business owner and consumer should be aware of:

  1. Over 99.9% of customers read reviews when they shop online, and 96% of customers specifically look for negative reviews. [Source: Trustpulse]
  2. 49% of consumers trust online reviews as much as personal recommendations from friends and family. [Source: Trustpulse]
  3. If consumers found out a platform was censoring reviews, 62% of consumers would stop using it. [Source: Luizahou]
  4. Nearly half of all internet users post online reviews every month. [Source: Exploding Topics]
  5. 60% of consumers believe the number of reviews a business has is crucial when deciding whether to use its services. [Source: Trustpulse]
  6. 89% of global consumers say checking online reviews is part of their buying journey. [Source: Luizahou]
  7. 8 in 10 shoppers use their smartphones to look up in-store product reviews. [Source: Trustpulse]
  8. Reviews shared on social platforms result in conversion rates that are 5.3 times higher for LinkedIn, 8.4 times higher for Twitter, and 40 times higher for Facebook. [Source: Trustpulse]
  9. 80% of online reviews originate from follow-up emails. [Source: Luizahou]
  10. 93% of users say online reviews impacted their buying decisions. [Source: Exploding topics]
  11. 98% of people “occasionally” read online reviews for local businesses. [Source: Luizahou]
  12. Displaying online reviews increases conversion by 270%. [Source: Luizahou]
  13. One negative review requires roughly 40 positive reviews to outweigh the damage. [Source: Luizahou]
  14. 91% of individuals aged 18 to 34 trust online reviews as much as personal recommendations. [Source: Trustpulse]
  15. 43% of consumers prefer products with more than 100 reviews. [Source: Trustpulse]
  16. Higher-priced items with reviews experience 190% higher conversion rates than lower-priced products. [Source: Luizahou]
  17. 81% of consumers use Google to evaluate local businesses. [Source: Exploding Topics]
  18. More people share negative reviews than good, but not by much: 49% vs. 38%. [Source: Luizahou]
  19. 78% of travelers never post unsolicited online hotel reviews. [Source: Trustpulse]
  20. Google’s review growth rose 65% in 2020. [Source: Luizahou]
  21. 93% of Facebook users are wary of fake reviews on the platform. [Source: Trustpulse]
  22. Positive reviews can increase customer spending by 31%. [Source: Luizahou]
  23. 74% of consumers say that reviews increase trust in a company. [Source: Luizahou]
  24. 56% of consumers change their perspective on a business based on how it responds to a review. [Source: Trustpulse]
  25. 56% of customers said that a company’s response to a review changed their perspective. [Source: Luizahou]
  26. Only 2% of consumers have never read an online review. [Source: Exploding topics]
  27. One negative review can cost a business up to 30 customers. [Source: Exploding topics]
  28. Online reviews are 12% of the top local SEO factors for Google. [Source: Luizahou]
  29. Google Reviews, on average, gives a star rating of 4.42 for local businesses. [Source: Luizahou]


In conclusion, online reviews play a significant role in shaping the perception and decision-making of consumers. They have become a powerful tool for businesses to build trust, establish credibility, and attract new customers. As our statistics show, negative reviews can have a detrimental impact on a business, but they also provide an opportunity for improvement and showcasing exceptional customer service. It is essential for businesses to actively monitor and respond to online reviews to address customer concerns and demonstrate their dedication to customer satisfaction.

Whether it's in the hospitality industry or Ecommerce, online reviews have a profound influence on consumer behavior. Consumers now trust online reviews almost as much as personal recommendations, underscoring the importance of maintaining a positive online reputation.


Negative reviews, while seemingly detrimental, can actually benefit a business if handled properly. Businesses that respond to negative reviews and address customer concerns demonstrate good customer service and a commitment to resolving issues. Consumers recognize the efforts made by businesses to rectify bad experiences, which can contribute to increased trust and loyalty. It is essential for business owners to actively engage with negative reviews and take appropriate measures to address customer concerns.

Studies have shown that negative reviews can have a greater impact on purchasing decisions than positive ones. Consumers tend to trust reviews that provide a mix of positive and negative feedback, believing them to be more authentic and unbiased. Negative reviews act as a warning sign, signaling potential issues or bad experiences that consumers want to avoid. Encouraging satisfied customers to leave positive reviews can also help balance out the effects of negative ones, showcasing a balanced and transparent online reputation.

Online reviews are crucial across various sectors, notably in hospitality, restaurants, healthcare, home services, and automotive industries. In hospitality, they attract guests and highlight service quality, while restaurants depend on them for customer decisions. Healthcare providers' online reputation is vital for patient choice. Home service providers and automotive businesses also rely heavily on positive reviews to build trust and influence consumer decisions.

While personal recommendations still hold considerable weight, studies have shown that consumers increasingly trust online reviews as much as personal recommendations. Online reviews provide a wide range of opinions and experiences from diverse individuals, giving consumers a broader perspective on a product or service. The transparency of online reviews also allows for easy comparison and evaluation, making them highly valuable in the decision-making process.

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