BrightLocal is out with its latest local consumer survey about local business reviews. The survey was based on a sample of 1,031 US consumers and covers a wide range of issues. It affirms the general importance and influence of reviews on consumer decision-making. However, there are a number of nuances and findings I found especially interesting. The top two considerations for consumers in considering reviews were average star ratings and overall quantity of reviews. In addition, how recent reviews were was important for many. Less important was whether businesses had responded to reviews, although that factor has gained in importance versus last year. After reading a positive review, fewer consumers said they were going next to the business website versus 2016. This showed a fairly dramatic decline. More people said they were seeking additional reviews to validate the “positive review” they had just read. About 30 percent of survey respondents said they needed to see at least two to three positive Search Engine Land Source
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