# 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](/content/guides/google-reviews/index.html) 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](/content/guides/online-reviews/index.html) 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](/content/local-listings/index.html) 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](/content/guides/business-review-sites/index.html). 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](/content/guides/google-reviews/index.html) (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%](https://searchengineland.com/zero-click-google-searches-rose-to-nearly-65-in-2020-347115) 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](/content/reports/top-directories-analysis-2020/index.html) 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%](https://www.powerreviews.com/blog/how-covid-19-changed-online-reviews/) 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](/content/blog/topics/customer-experience/index.html) has become the leading business benchmark. According to [online reputation analysis](/content/lp/online-reputation-analysis/index.html) 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.