North American consumers are increasingly reading online customer reviews to determine if a local business is a good business, though maybe not quite with the same frequency as last year, according to BrightLocal’s latest annual Local Consumer Review Survey. The survey – fielded among 2,354 US (90% share) and Canadian (10%) consumers – finds that 92% at least occasionally read customer reviews to judge a business, up from last year’s 88% and 71% in 2010.
Compared with last year, slightly fewer respondents this year reported regularly reading reviews (33% vs. 39%). And the influence reviews have on their decisions appears to have also slightly dropped, as slightly fewer said that positive customer reviews make them trust a business more (68% vs. 72%). Read the rest at MarketingCharts.