Consumers will pay higher and travel farther for brands with more positive reviews

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2020, 2:18 AM GMT+0

A recent 2020 State of Reviews report by Podium found that consumers are analysing and reading reviews more than before.

With the pandemic spreading distrust and uncertainty, customer reviews are vital in driving purchase decisions. According to the study, 31% of consumers are more likely to look at a brand’s Google listing before visiting them.

92% of consumers would not purchase from businesses with 1 or 2-star ratings. Half of the consumers would travel farther and pay more for a business with more positive reviews. However, only 24% of brands respond to negative reviews all the time.

Further, half of the consumers are reading reviews and checking photos online to confirm safety practices communicated by a business. Of those polled, 23% consumers read online reviews the “last day” and 28% read reviews being parked right outside the business.

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