“Why Search Matters to Local Businesses.” Because not only do consumers write reviews, leave comments, or engage in discussions about a company’s goods and services, what they read influences their shopping habits as well.
As the survey notes, the web is “a place where business reputations can be made or broken, ranked and reviewed, or simply reduced to 4 out of 5 stars.” Specifically, among consumers:
- 69% use blogs as a source for consumer product reviews
- 76% say they read product and/or service reviews on the Internet
- 67% said they would probably avoid a restaurant rated 2 out of 5 stars in a review posted on the Internet
- 90% would avoid a hotel with a consumer-posted review stating, “noisy with uncomfortable beds”
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