RESEARCH STUDY

Online Ratings & Reviews Survey, 2021

Field Date: July, 2021
Respondents: 38,560
Details

The Local Search Report™ is an overarching syndicated research program that monitors the path-to-purchase process for consumers. It consists of two main waves of research, conducted annually, and a series of individual waves that focus on specific topics. Together, these studies monitor the technology, media usage, and experiences consumers have or are influenced by during the shopping process. The results provide a comprehensive view of how consumers are searching for local products and services.

This study is focused on the use of online ratings & reviews. Over the years, online reviews have become a critical component in the shopper’s path-to-purchase. Today, nine out of ten online adults in the U.S. have used online reviews to help make a purchase decision. While utilizing online reviews for information is ubiquitous, the value individuals place on the content or lack of content does vary across demographics.

The goals of this study were to:

  • Identify who uses online reviews during the path-to-purchase.
  • Understand why they use them and what information is important.
  • Identify the top factors that influence a purchase decision.
  • Identify how Brands & retailers can leverage online reviews to drive sales.

 

This study was conducted on 38,560 online adults. It offers data that Brands, retailers, and marketers can use to understand the value consumers place on online ratings and reviews.

 

Company
Thrive Analytics
PROGRAM

Local Search Report™

TOPICS

Profiles of users
Frequency of usage
Sites / Technology Used
Purchase Influencers
Consumer Attitudes
Ratings & Reviews

BRANDS INCLUDED

Yelp
Google
Facebook
TripAdvisor
Online Yellow Pages
OpenTable
Amazon

survey methodology

Web-based Survey

The respondents were balanced based on U.S. census data of age, gender, and regionality distributions.

DATA ACCESS

Subscribers to the Insights Datahub™ have access to the results and related content through their subscription.

 

DATA AVAILABLE

Charts
Infographics
Crosstab Files
Articles
Reports

UNCOVER
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