Online Reviews Statistics and Trends: A 2022 Report by ReviewTrackers

ReviewTrackers gathered the latest online reviews statistics and trends to help companies gain a more accurate view of the state of reviews today — and how it reflects the experiences people want to have.

Here are some of our key findings and notable online reviews statistics:

• Google is (still) the top review site. Zero-click searches, which rose to 65% in 2020, mean more users than ever are reading Google reviews directly from search results.

• 88% of all reviews come from only 4 review sites. The long tail doesn’t provide as valuable a return as it used to. Marketers should focus on top directories that hold domain authority and impact reputation.

• Review interaction is up by 50% from pre-pandemic levels. It’s one of the many signs demonstrating consumers’ heightened sensitivity about where to go or what to purchase in the wake of the pandemic.

• Reviews are (a lot) shorter. They’re now about the length of an expanded tweet: a structural change that reflects changing consumer expectations.

• Companies aren’t responding fast enough (or at all) to reviews. 53% of customers expect businesses to respond to negative reviews within a week. 1 in 3 have a shorter time frame of 3 days or less.

• Responsive industry leaders get higher ratings. Faster review response times are closely linked to having a positive reputation.

• Customers don’t trust companies with lower than 4-star ratings. The most common filter applied is to see only companies with 4-star ratings and higher.

• Reviewers demand greater value from businesses. Reviews that talk about value tend to be more critical than reviews that talk about other aspects of the customer experience (product, service, location).

Introduction

Online reviews published on sites like Google, Yelp, Facebook, and Tripadvisor can be incredibly powerful in shaping consumer behavior. This holds especially true in the wake of a pandemic that has changed the way consumers discover and choose businesses online.

Now, people rely more heavily than ever on local business listings to research and validate their purchase decisions — making local listing management a top priority for brands. Consumers are also more careful and discerning about where to go and what to buy, primarily because they are looking to assess a company’s safety practices and pandemic-friendly services.

In short: reviews inspire consumer confidence in uncertain times.

2022 Online Reviews Statistics and Trends

This report examines in greater detail the research and decision-making process of today’s consumers, as well as key insights into the state of reviews across various industries and business review sites. It also highlights a number of online reviews statistics and trends that should help marketers discover strategic approaches to managing their online reviews, brand reputation, and customer feedback.

Google is (Still) the Review Site of Choice

According to online reviews statistics and ReviewTrackers data, 63.6% of consumers say they are likely to check Google reviews (through Google Maps and Search) before visiting a business location — more than any other review site.

Google’s review growth is driven by the volume of zero-click searches, which rose to 65% in 2020.

88% of All Reviews Come from Only 4 Review Sites

Only 4 sites are responsible for the distribution of 88% of all reviews. After Google (73%), Yelp (6%), Facebook (3%), and Tripadvisor (3%) follow suit. Based on top directories analysis by ReviewTrackers, roughly 75% of new business is influenced by only a handful of top directories.

Review Interaction Up by 50% from Pre-Pandemic Levels

Review interaction — which entails actions like searching for or filtering reviews, or clicking to expand and read the entire review — is up by 50% from pre-pandemic levels.

Reviews are (A Lot) Shorter

In 2010, the average length of a review was 600 characters. Since then, online reviews statistics show that reviews have gotten 65% shorter, with the average review now coming in at just over 200 characters.

Companies Aren’t Responding Fast Enough (or At All) to Reviews

Currently, a gap exists between review response expectations and reality based on ReviewTrackers data:

• 94% of consumers say a bad review has convinced them to avoid a business.
• 53% of customers expect businesses to respond to negative reviews within a week.
• 63% say that at least one company they reviewed never even responded.

Responsive Industry Leaders Get Higher Ratings

Top brands respond faster and consistently. Over 48,000 business locations’ online reviews statistics showed the top 10% of the brands posted an average response time of 1.04 days compared to the industry average of 8.8 days.

Customers Don’t Trust Companies with Lower than 4-Star Ratings

An increasing number of consumers — as much as 70% — admit to using rating filters when searching for businesses. The most common filter applied is to see only companies with 4-star ratings and higher.

Reviewers Demand Greater Value from Businesses

In the past, companies were defined by what they made. Now, customer experience has become the leading business benchmark. According to online reputation analysis by ReviewTrackers, reviews talking about value tend to be more critical than others.

Looking Forward: More Trends to Watch in 2022

Reviews, both positive and negative, contribute to your brand’s trustworthiness.

Purchases are most influenced by reviews with an average rating of 4.2 to 4.5 stars out of 5.

Consumers won’t buy from brands that censor reviews.

Review quantity impacts business revenue.

Final Thoughts

The online reviews statistics and trends highlighted above drive home the importance of adapting to evolving customer needs and expectations.