As the digital marketplace evolves, so do the habits and preferences of consumers regarding online reviews. BrightLocal’s latest study, which delves into fifteen years of consumer review data, highlights notable changes in how individuals research and select local businesses.
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This comprehensive analysis reveals a move away from traditional rating systems toward new platforms and a growing willingness among consumers to share their experiences.
Evolution of Consumer Review Trends
Understanding the historical context of online reviews provides a foundation for recognizing current shifts in consumer behavior.
BrightLocal’s extensive data offers a clear picture of how the landscape has transformed over time.
Rise of Smartphone Usage and Its Impact
The proliferation of smartphones has significantly influenced how consumers interact with online reviews, altering both the frequency and manner of their engagement.
The report highlights a sharp increase in local business research between 2015 and 2016, aligning with the surge in smartphone ownership, which reached 77% among U.S. adults.
This accessibility change enabled consumers to seek out reviews more conveniently, especially during the peak of the COVID-19 pandemic in 2020, when nearly 59% of individuals consulted local business reviews almost daily.
Following the pandemic, there has been a gradual decline in the frequency of consumers researching local businesses, indicating a stabilization in review-seeking behavior post-crisis.
Diminishing Value of Traditional Review Metrics
Shifts in consumer attitudes have led to a reevaluation of what aspects of reviews are most influential in decision-making processes.
Changing Expectations for Star Ratings
Star ratings, once a dominant factor in assessing business quality, are now viewed through a different lens by modern consumers.
The study reveals that fewer consumers now expect flawless five-star ratings. Instead, there is a growing perception that star ratings are more about image than a true reflection of business quality.
Additionally, the importance placed on the recency of reviews has waned compared to the period between 2018 and 2020.
BrightLocal emphasizes that consumers are more empathetic towards businesses’ challenges in maintaining high ratings, seeing them as incomplete indicators of a company’s true worth.
Growing Willingness to Contribute Reviews
Despite changes in how consumers value reviews, their readiness to share their own experiences remains robust.
Increased Participation in Feedback
The inclination to leave reviews has grown, reflecting a more engaged consumer base willing to provide feedback.
Over the past five years, nearly three-quarters of U.S. adults have written an online review. The data indicates a sustained willingness to contribute reviews, even among those who haven’t done so in the past year.
This trend suggests that consumers are ready to share their experiences, provided they have compelling reasons to do so.
BrightLocal advises business owners to focus on creating memorable experiences that encourage customers to leave reviews, highlighting the importance of timely engagement.
Shifts in Preferred Review Platforms
The platforms where consumers seek and leave reviews have diversified, reflecting broader changes in digital engagement.
Dominance of Google and the Rise of New Platforms
While Google remains a key player, other platforms are gaining traction, altering the review ecosystem.
Google continues to be the leading platform for reviews, maintaining its dominance over the years. However, Facebook’s usage and trust levels have declined between 2020 and 2025.
Yelp has remained a stable and trusted source, while platforms like YouTube, local news outlets, and various social media channels have become more influential in shaping consumer decisions.
The report questions the relevance of categorizing review platforms as ‘traditional’ or ‘alternative,’ suggesting that consumers are more focused on the content and authenticity of reviews rather than the platform itself.
Strategies for Marketers in a Changing Review Landscape
Marketers must adapt to these evolving trends to effectively engage with consumers and enhance their online presence.
Diversifying Platform Presence
Expanding visibility across multiple platforms can help businesses reach a broader audience.
Businesses should ensure their presence extends beyond traditional review sites.
Engaging with various platforms where consumers are active can enhance visibility and credibility.
Engaging with Customer Feedback
Active participation in responding to reviews can build stronger customer relationships and trust.
Rather than solely focusing on obtaining high ratings, businesses should prioritize responding to customer feedback, demonstrating attentiveness and commitment to improvement.
Additionally, leveraging business profiles on platforms like Google to connect with socially conscious consumers and encouraging customers to leave reviews can further strengthen a business’s reputation and reach.
The Bottom Line
The landscape of online reviews is undeniably shifting, with consumers placing less emphasis on traditional metrics and exploring a wider array of platforms.
For businesses, adapting to these changes by diversifying their online presence, engaging with customer feedback, and fostering environments that encourage reviews is essential.
BrightLocal’s study underscores the importance of understanding these evolving behaviors to effectively connect with and satisfy today’s consumer.
