In its new report, Brightlocal reveals new trends in consumer behavior when it comes to online reviews. From 2015 to 2016, 77% of the US adults had smartphone ownership, which made online reviews rise, and it also helped many local businesses. This trend increased much more in Covid-19 when 59% of the US consumers said that they visited their local businesses online every other day. After 2020, the trend of consumers researching local businesses decreased.
Many of the consumers say that they do not care about traditional review metrics due to several reasons, like less expectations in five-star ratings, and caring less about differences between reviews from now and reviews from 2018-2020. Even though ratings still matter to consumers on a vanity metrics basis, most of the consumers don't see them as something that describes a business’ quality.
The report also found that even if most consumers do not care about ratings when they are deciding what to buy, it isn't stopping them from writing reviews. Almost three-quarters of US adults reported writing a review in the last five years. The data also suggests that more consumers are willing to write more reviews even if they didn't do so in the last year. Consumers love leaving reviews on Google, and it is the top platform to write reviews for consumers. However, Facebook, Yelp, YouTube, and local news outlets are increasingly popular for user reviews. This shows that the lines between alternative and traditional platforms are being blurred.
Consumers use different platforms to find business reviews. Local news is the biggest source (48%) in 2025, followed by YouTube (34%), Instagram (31%) and TikTok (20%). For marketers, it is becoming important for their content to be visible on different platforms. They should respond to consumer feedback and ask customers to write reviews for better social proofing.
Take a look at the charts below more fore insights:
Read next:
• Google Processes 158,548 Searches Every Second, Here’s How Much It Adds Up to in Just One Year!
• Consumers Are Hitting ‘Unsubscribe’, Here’s Why Brands Are Losing Them
Many of the consumers say that they do not care about traditional review metrics due to several reasons, like less expectations in five-star ratings, and caring less about differences between reviews from now and reviews from 2018-2020. Even though ratings still matter to consumers on a vanity metrics basis, most of the consumers don't see them as something that describes a business’ quality.
The report also found that even if most consumers do not care about ratings when they are deciding what to buy, it isn't stopping them from writing reviews. Almost three-quarters of US adults reported writing a review in the last five years. The data also suggests that more consumers are willing to write more reviews even if they didn't do so in the last year. Consumers love leaving reviews on Google, and it is the top platform to write reviews for consumers. However, Facebook, Yelp, YouTube, and local news outlets are increasingly popular for user reviews. This shows that the lines between alternative and traditional platforms are being blurred.
Consumers use different platforms to find business reviews. Local news is the biggest source (48%) in 2025, followed by YouTube (34%), Instagram (31%) and TikTok (20%). For marketers, it is becoming important for their content to be visible on different platforms. They should respond to consumer feedback and ask customers to write reviews for better social proofing.
Take a look at the charts below more fore insights:
Read next:
• Google Processes 158,548 Searches Every Second, Here’s How Much It Adds Up to in Just One Year!
• Consumers Are Hitting ‘Unsubscribe’, Here’s Why Brands Are Losing Them
