Why People Write Online Reviews

HERE'S LOOKIN' OUT FOR YOU, KID THE UNSELFISH REASONS WHY PEOPLE WRITE ONLINE REVIEWS Lately, it seems as though more and more consumers are flocking to online review sites, forums, and apps to share their opinions about the services they experienced. But as it turns out, not everyone is driven purely by points or freebies. REVIEWERS CARE ABOUT THEIR FELLOW CONSUMERS Those posting online reviews are often motivated to do so because they want to help other users and to reinforce the interdependency of the review ecosystem. Reasons people leave online reviews. Percent who answered "important" to "very important" 0% 50% 100% To help other consumers make good decisior To share experiences on 90% consumer reviews. 86% Because people rely on consumer reviews and posting reviews is a way of giving back. 79% To reward a company that has done right by you. 79% To help companies make improvements in their products and services. 74% To help retailers make better decisions about their products and services. 70% Because giving public feedback is the best way to get companies to listen. 62% To correct the record after you see someone else's unfair review. 41% Because it's fun. 23% 0% 50% 100% MORE POSITIVE THAN NEGATIVE REVIEWS Thinking of all the times you've posted feedback online over the last 30 days, how has your feedback been? 0% 50% 100% Positive most times 51% Positive every time 36% Negative most times Negative every time 1% Equally split 11% 0% 50% 100% LOCAL BUSINESSES, TAKE NOTE! Whether positive or negative feedback, small and local business owners need to pay close attention to their savvy customers. BrightLocal conducted its annual Local Consumer Review Survey and discovered the following: MOST CONSUMERS READ ONLINE REVIEWS OF LOCAL BUSINESSES THE MAJORITY ARE INFLUENCED BY THE REVIEWS THEY READ How do online customer reviews affect your opinion of a local business? No. 58% O make business more. Positive customer reviews me trust a local J3%0 67% 0% 50% 100% I don't take I read the reviews but they don't influence my decision on which business to use. 19% 23% Yes. notice of online customer reviews. THEY LOOK AT UP TO 10 REVIEWS BEFORE MAKING A DECISION AND CONSIDER RELIABILITY THE BEST LOCAL BUSINESS TRAIT Which of the following reputation traits is most important to you when selecting a business to use? 70 percent of consumers trust a business with a minimum of 6 to 10 reviews. Reliability 51% 6-10 REVIEWS Good value 40% Expertise 33% Professionalism 32% 0% 60% SOURCES: BAZAARVOICE I BRIGHTLOCAL.COM I ECONOMIST.COM I SEARCHENGINELAND.COM Demandforce in Partnership with Column Five