What Percentage of Consumers Read Online Reviews Before Making a Purchase?
85% say reviews are 'extremely' or 'very' important in their purchase decision.
95% of consumers read online reviews before making a purchase, according to multiple studies from 2024-2025. For local businesses specifically, the number is even higher: 98% of consumers read reviews before visiting a local business for the first time. Reviews have become as essential to the buying process as price comparison.
Data current as of February 2025
Key Statistics at a Glance
- 95% read reviews before purchasing (PowerReviews | 2024)
- 98% read reviews before visiting a local business (BrightLocal | 2024)
- 93% say reviews influence their purchase decisions (Podium | 2024)
- 10 reviews — average number read before trusting a business (BrightLocal | 2024)
- 73% only trust reviews from the past month (BrightLocal | 2024)
Review Reading Is Nearly Universal
The data is consistent across studies: virtually all consumers now incorporate reviews into their purchase process:
The 5% who don’t read reviews likely fall into two categories: repeat purchases of known products, or impulse buys where the decision happens too fast for research.
How Many Reviews Do People Actually Read?
Consumers don’t just glance at the star rating—they dig into the content:
| Reading Behavior | % of Consumers |
|---|---|
| Read at least 4 reviews | 55% |
| Read 10+ reviews before trusting | Average |
| Check 2+ review platforms | 61% |
| Only trust reviews from past month | 73% |
Source: BrightLocal Local Consumer Review Survey | 2024
The Influence on Purchase Decisions
Reading reviews isn’t passive—it actively shapes buying decisions:
- 93% say reviews influence their purchase decisions
- 70% frequently change their mind based on reviews
- 70% won’t visit unfamiliar businesses without checking reviews first
- 82% specifically seek negative reviews to understand worst-case scenarios
Where Do Consumers Read Reviews?
Google dominates, but consumers cross-reference multiple platforms:
With 61% of consumers checking two or more platforms, businesses need presence across Google, Facebook, Yelp, and industry-specific review sites.
Recency Matters More Than Ever
73% of consumers only trust reviews from the past month. This represents a significant shift—older reviews are increasingly dismissed as irrelevant:
- Reviews older than 3 months carry significantly less weight
- Reviews older than 1 year are often ignored entirely
- Continuous fresh reviews signal an active, healthy business
This means a business with 500 reviews from 2 years ago may be perceived worse than a competitor with 50 reviews from the past month.
Age Demographics
Review reliance is highest among younger consumers but spans all ages:
- 18-34 year olds: 91% trust reviews as much as personal recommendations
- 35-54 year olds: 52% trust reviews equally
- 55+ year olds: 34% trust reviews equally (but still read them)
The Fake Review Concern
Growing awareness of fake reviews is changing how consumers read:
- 75% are concerned about fake reviews
- 40% spotted fake Google reviews in 2025 (up from prior year)
- Consumers now look for specificity—detailed reviews with specific experiences feel more authentic
Sources & Methodology
This analysis draws from the following sources:
- PowerReviews Consumer Survey (2024) – Online shopping behavior
- BrightLocal Local Consumer Review Survey (2024) – Local business research patterns
- Podium Consumer Trust Study (2024) – Purchase influence data
- Trustmary Online Reviews Report (2024) – Review reading frequency
Statistics reflect U.S. consumer behavior. “Read reviews” includes viewing star ratings, reading review text, or both. Percentages may vary by product category and price point.