Local Reputation Management and Marketing Growing In Importance
Do People Really Pay Attention To Online Reviews?
Consumers Trust in Online Reviews Skyrocketing!
Myles Anderson of BrightLocal just released the 2013 Local Consumer Review Survey at SearchEngineLand. What is eye-catching within the study is that there are precise and indisputable results that we can easily see.
Four main takeaways from the study:
- Far more consumers are stating that they trust online reviews as much or more than personal recommendations. A full 79 percent (up from 72 percent only a year ago!) answered by saying online reviews carry the same significance if not more than a recommendation from people they know or trust.
- The trust in online reviews is building. A stunning 72 percent are of the opinion that genuine, positive customer reviews make them trust a business more. This is up from 58 percent in 2012! It’s very apparent that consumers are looking and taking note more than before and are placing their trust in reviews. At the same time, only some 12 percent of consumers said they pay no attention of online reviews, down from 17 percent in 2012.
- People are reading fewer reviews before making buying decisions. Now a full 67 percent of consumers read 6 reviews or less, up from 52 percent in 2012. All in all far fewer consumers are reading more than 7 reviews – 22 percent now vs. 35 percent in 2012.
- It’s more important than ever to manage your online reputation. Since people are reading fewer reviews, and basing their buying decisions on them more, it’s vital to ensure you are monitoring your online reputation very carefully. Because the newest reviews are impacting the buying decisions the most, you’ll need to keep a watchful eye for anything cropping up that is negative and possibly damaging. Initiate a policy for dealing openly with negative reviews, and a suitable system for generating new, positive reviews that drive those negative reviews further further down and not as findable. Make sure to make these genuine, however, as consumers are ever more savvy with regards to spotting fake and corporate-generated “reviews”.
Use this information!
Information like this is pure gold, and clearly actionable. Kudos to Myles Anderson and the people at BrightLocal for this valuable and eye-opening study.