Updated Jan 30th, 2020

Your reputation is one of your most valuable assets and can either make or break a business transaction, sway a hiring decision, impact a purchase, and can either positively or negatively affect most aspects of your professional and personal life. In today’s digitally driven world, information concerning yourself or business is readily accessible and almost immediate.

With that in mind we’ve compiled 100 of the most eye-opening reputation management stats for 2020:


Updated for 2020: Online Reviews

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*40% of consumers received a response from a business after leaving a review

*59% of customers that were asked to leave an online review were asked in person during the sale.

*There was a 5% annual increase from businesses that asked customers to leave an online review (from 46% in 2018 to 51% in 2019)

*Out of the group surveyed who left reviews in 2019, customers left an average of 9 reviews per year

*34% of people who left reviews in 2019 wrote 2-3 reviews for local business

*85% of consumers are willing to leave reviews

*60% have written reviews for positive experiences, while just 25% have written reviews for negative experiences

*66% of consumers have written an online review for local businesses – including 80% of 35-54-year-olds

*71% of consumers say they’re more likely to use a business that has responded to their existing reviews

*97% of review readers take in businesses’ responses to reviews (an increase of 89% from 2018)

*68% of consumers question the authenticity of reviews

46% of customers believe they’ve read a fake review in the past year

*70% of consumers look at multiple review sites when choosing a local business

*The average consumer reads a whopping 10 reviews before feeling able to trust a business

*7% of consumers older than 55 would use a business that has less than 3 stars

*Only 53% of consumers would use a business that has less than 4 stars

*Businesses without 5 stars risk losing 12% of their customers

*Consumers aged 55+ are least likely to forgive a low star rating

*61% of consumers aged 18-34 are only impacted by reviews within 2 weeks

*84% believe that reviews older than 3 months aren’t relevant

*48% of consumers only pay attention to reviews written within the past 2 weeks

*58% of customers that judge their local businesses on reviews say that recency of reviews is most important factor

*Consumers aged 18-34 spend 33% more time reading reviews than the average person

*The average consumer spends 13m 45s reading reviews before making a decision

*93% of consumers spend more than a minute reading reviews.

*32% of customer’s next step after reading positive reviews is visiting the seller’s website

*85% of consumers trust online reviews as much as personal recommendations

*Peers are now considered to be as credible as experts.

*Positive reviews make 73% of consumers trust a local business more

*64% trust online search engines the most when conducting research on a business

*A bad reputation costs a company 10% more per hire  

*15% of consumers don’t trust businesses who don’t have reviews

*77% of consumers think that reviews older than 3 months aren’t relevant

*97% of consumers read online reviews for local businesses in 2017, with 12% looking every day

*Reviews are the second most powerful ranking factor for Google’s local pack

*In Google search results, reviews have 7% influence on rankings

*Going from a 3-star to a 5-star rating delivers businesses 25% more clicks from Google

*49% of consumers say a business needs at least a 4-star rating before they would use them

*30% of consumers say they positively judge a business which publicly responds to online reviews

*Every 1-star increase in a Yelp rating leads to a 5 to 9% increase in revenue

*74% of people who see customer reviews on a business website say they would contact the business

*The 2017 Edelman Trust Barometer shows that 64% of global respondents trust online search engines the most when conducting research on a business.

*Google controls 77.98% of desktop search traffic with Bing trailing far behind at just 7.81%, according to data from Net Market Share.

*60% of consumers say negative reviews turned them away

*Wikipedia ranks on the front page for more than 50% of all keywords

*69% of jobseekers would turn down an offer from a company with reputation problems.

*87% comparison shop every time. 83% of buyers trust recommendations from online users over advertising

*Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.

50 More Reputation Management Stats 

*58% of executives believe that online reputation management should be addressed, but only 15% actually do anything about it

*84% of marketers believe that building trust will be the primary focus for marketing efforts in the future

*More companies are hiring full-time online reputation managers

*Four out of five people state that they have received advice via social media regarding what product or service to purchase

*31% of employed internet users have searched online for information about co-workers, professionals, colleagues or business competitors

*12% of employed adults say that they need to market themselves online as part of their job

*78% of consumers trust peer recommendations while only 14% trust advertising

*According to a study by the World Economic Forum, on average, more than 25% of a company’s market value is directly attributable to its reputation

*76% of companies believe their reputation is better than average—a stat that just might illustrate many companies are overly optimistic about the state of affairs regarding their online presence

*87% of executives rate managing reputation risk as more important than other strategic risks

*41% of companies that experienced a negative reputation event reported loss of brand value and revenue

*74% of people consult Yelp when looking for a home service provider

*86% of people would pay more for services from a company with higher ratings and reviews

*70% of employers didn’t hire an applicant because of online content

*85% of customers use the Internet to research before making a purchase

*80% of college admission offices are using Facebook to assess and recruit applicants

*A one-star rating hike on Yelp can mean a 5% to 9% rise in restaurant revenue

*83% of buyers no longer trust advertising, but most trust recommendations from users online

*Among U.S. recruiters and HR professionals surveyed, 85% say that positive online reputation influences their hiring decisions at least to some extent. Nearly half say that a strong online reputation influences their decisions to a great extent

*45% said they have found something in an online search that made them decide not to do business with someone

*56% have found something that solidified their decision to do business with the person

*88% of adults agree or strongly agree that it would be very difficult to remove inaccurate information about them online

*62% of adults have used a search engine to look up their own name or see what information about them is online

*47% say they generally assume that people they meet will search for information about them on the internet, while 50% do not

*Only 6% of adults have set up some sort of automatic alert to notify them when their name is mentioned in a news story, blog or elsewhere online

*24% of employed adults say that their employer has rules or guidelines about how they are allowed to present themselves online

*11% say that their job requires them to promote themselves through social media or other online tools

*Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online

*50% of potential sales are lost because consumers can’t find information they are looking for

*According to the White House Office of Consumer Affairs, on average a dissatisfied customer will tell between 9-15 people about their experience, while around 13% of dissatisfied customers tell more than 20 people

*In the 25-34-year-old age group, 84% have left a website they previously liked because of bad user experience or advertising they found irrelevant

*89% of shoppers have stopped buying from online stores after they have experienced poor customer service

*17% of consumers would recommend a brand that provides a slow but effective solution. On the other hand, 33% of consumers would recommend a brand that provides a quick but ineffective response

*70% of complaining customers will do business with you again if you resolve the complaint in their favour

Consumers aged 18 to 29 use a brand’s social media site more for customer service interactions (43%) than for marketing (23%)

*74% of consumers depend on social media to guide their purchases

*39% of Facebook users like brand pages so they can research different products

*30% of mobile shoppers abandon a transaction if the shopping experience is not optimized for mobile

*61% of people have a better opinion of brands when they offer a good mobile experience

*70% of customers prefer getting to know a company via articles rather than advertisements

*84% of all marketers agree that building consumer trust will become marketing’s primary objective in the near future

*More than 80% of reputation damage come from a mismatch between the buzz and the reality

*A difference of one star in the average rating in a typical online business profile can lead to a 5–9% difference in revenues

*56% adults surveyed don’t actively think about the consequences of their online activities

*94% of people only look at the first page of Google results, and only 2% of people own their entire first page of Google. 

*More than one billion names are searched on Google everyday.

*Eight of ten Internet users in the US say that the negative information read online made them change their mind about a purchasing decision.

*The searches done with the intent to find a company providing a specific product or service is 17%.

*Small businesses say online directories are the most used marketing option today.


When it comes to your reputation there is no more valuable investment than in yourself or your business. Our reputation management experts are available to chat with you today at no cost. 

Status Labs is the premier digital reputation management firm, with offices in Austin, New York, Los Angeles, London, and São Paulo.