With the amount of time consumers spend online, reviews are becoming more and more influential over our purchasing decisions. Consumers are more likely to trust the opinion of someone they know, rather than be swayed by advertising. In fact, 68 percent of millennials trust online views the most. Only 34 percent trust television advertisement. Furthermore, 90 percent of people read less than 10 reviews before forming an opinion about a brand. This highlights how first impressions matter, and how vital it is to gain positive online reviews. After all, 22 percent of consumers will not purchase a product if there is just one bad review about it. Businesses need to ensure they are taking the appropriate steps to gain positive online reviews and respond correctly to negative reviews in order to avoid losing customers.
Website Builder.org created the following infographic which highlights just how important online reviews are to businesses.