- 77% of UK consumers have used the internet to find a local business in the last 12 months
- 61% of UK consumers have read online customer reviews of local businesses
- 62% of UK consumers trust a local business more having read positive online reviews
- Younger consumers put more trust in a local business that has positive online reviews
- 48% of UK consumers are more likely to use a local business having read positive online reviews
- 72% of UK consumers trust online reviews as much as personal recommendations
The Local Consumer Review Survey examines the role that online consumer reviews play in the research and purchase of local business services.
The survey was conducted in September/October 2010 via an online poll of 2,012 local consumers across the US & UK. The following set of survey results and charts relate to the UK sample of consumers polled in the survey.
To find out the latest on customer reviews, read the latest Local Consumer Review Survey.
US vs. UK Survey Findings
The survey finds some interesting consumption & attitude differences between UK & US consumers.
- – US consumers use the internet more regularly to find local businesses than UK consumers
- – US consumers (71%) read online reviews more than UK consumers (61%)
but…
- – UK consumers (62%) will trust a business based on their positive reviews vs. US consumers (55%)
- – UK consumers (72%) trust online reviews as much as personal recommendations vs. US (67%)
Question 1
How many times have you used the internet to find a local business in the last 12 months?
Key Findings:
77% of UK consumers have used the internet to find a local business in the last 12 months.
- – 27% of women have never used the internet to find a local business vs. 20% of men;
- – 22% of women use the internet every month to find local businesses vs. 20% of men
How many times have you used the internet to find a local business in the last 12 months?
Key Findings:
Younger consumers use the internet to find local businesses more frequently than older consumers
- – 41% of consumers aged 55+ have never used the internet to find a local business vs. 22% of 16-34s;
- – 24% of consumers aged 16-34 use the internet every month to find local businesses vs. 12% of those aged 55+
Question 2
Do you read online customer reviews to determine whether a local business is a good business?
Key Findings:
61% of UK consumers have read online customer reviews of local businesses.
- – 66% of women have read online reviews vs. 59% of men;
Do you read online customer reviews to determine whether a local business is a good business?
Key Findings:
Younger consumers read online reviews more regularly than older consumers.
- – 66% of UK consumers aged 16-34 have read online local business reviews vs. 52% of consumers aged 55%
Question 3
How do online customer reviews affect your opinion of a local business?
Key Findings:
62% of UK consumers trust a local business more having read positive online reviews
- – 64% of women trust a local business more after reading positive online reviews vs. 60% of men
How do online customer reviews affect your opinion of a local business?
Key Findings:
Younger UK consumers trust a business that has positive online reviews; older consumers are not so easily swayed
- – 71% of people aged 16-34 trust a local business more after reading positive online reviews vs. 54% of people aged 35-54
Question 4
How do online customer reviews influence your decision to use/select a local business?
Key Findings:
48% of UK consumers are more likely to use a local business having read positive online reviews.
- – 53% of women are more likely to use a local business based on their positive reviews vs. men (44%)
How do online customer reviews influence your decision to use/select a local business?
Key Findings:
Younger consumers are more likely to use a local business based on their positive reviews
- – 53% of people aged 16-34 are more likely to use a local business having read their positive reviews vs. 45% of those aged 35-54
Question 5
Do you trust online customer reviews as much as personal recommendations?
Key Findings:
72% of UK consumers trust online reviews as much as personal recommendations.
- – 79% of women trust online customer reviews vs. 69% of men
Do you trust online customer reviews as much as personal recommendations?
Key Findings:
Younger consumers are more trusting of online reviews that older consumers
- – 83% of people aged 16-34 trust online customer reviews as much as personal recommendations vs. 64% of consumers aged 55+
