Online review statistics for 2026: what customers expect from local businesses
Reviews shape whether someone calls you or the business next door. These are the review figures that matter in 2026, each linked to its source. BrightLocal's survey is of 1,002 US adults, published in February 2026.
Key findings
- Almost everyone reads reviews: 97% of US consumers read them for local businesses.
- The bar is rising: 31% will only use a business rated 4.5 stars or more, up from 17% a year earlier.
- Recency matters: 74% only consider reviews from the last three months.
- Replies count: 89% expect owners to respond, and 50% are put off by generic replies.
- Fake reviews are now illegal in the US and UK, with large fines.
How customers use reviews
of US consumers read reviews for local businesses.
always read reviews when looking for a local business, up from 29% in 2025.
are more likely to use a business after reading positive reviews; 77% are less likely after negative ones.
trust online reviews as much as personal recommendations.
review sites are used by the average consumer.
use Google to read local business reviews, down from 83% in 2025. Apple Maps rose to 27%, from 14%.
read AI-generated review summaries, and 23% would rely only on them.
Star ratings customers expect
of consumers care about a business's star rating.
will only use a business with four stars or more, up from 55% in 2025.
will only use a business with 4.5 stars or more, up from 17% in 2025.
will only use a business with a perfect five stars.
is the star range where purchase likelihood peaked in Northwestern University's study of online product reviews; it fell as ratings approached 5.0.
How many reviews, and how recent
won't use a business with fewer than 20 reviews.
only consider reviews written in the last three months.
look for reviews from the last two weeks, up from 20% in 2025.
higher purchase likelihood for an online product with five reviews than one with none; the benefit of more reviews tailed off after the first five.
Replying to reviews
expect business owners to respond to reviews.
are likely to use a business that responds to all of its reviews.
are unlikely to use a business that never replies to reviews.
are put off by generic or templated replies.
expect a reply within a week; 19% expect one the same day.
Asking for reviews
were asked to write a review in the last 12 months.
wrote a review of a business in the last 12 months.
wrote a Google review in the past year.
Most people who write reviews were asked. The businesses that ask every customer, at the right moment and with a direct link, are the ones that keep a steady flow of recent reviews.
Fake reviews and the law
policy-violating reviews were blocked or removed from Google Maps in 2025, along with more than 13 million fake Business Profiles.
maximum US civil penalty per violation under the FTC's rule on fake reviews, in force since 21 October 2024 (adjusted for inflation each year).
of annual global turnover is the maximum fine the UK's CMA can impose under rules banning fake and hidden incentivised reviews, in force since 6 April 2025.
of US consumers think businesses should face some punishment for fake reviews.
The US rule also bans incentives tied to a positive or negative review and suppressing genuine negative reviews. The UK rules ban fake reviews, incentivised reviews that aren't clearly labelled, and presenting reviews in a misleading way, such as hiding negative ones.
What to do with these numbers
- Ask every customer for a review soon after the visit, with a direct link, so you always have reviews from the last few weeks.
- Reply to every review within a few days, mentioning something specific the customer said.
- Aim for a steady rating of 4.5 or more and at least 20 reviews on Google.
- Never buy reviews, offer rewards for positive ones or only ask happy customers.
- Collect reviews on more than one site, such as Google plus Facebook or the sites your industry uses.
Sources
- BrightLocal Local Consumer Review Survey 2026 (1,002 US consumers)
- Spiegel Research Center, Northwestern University: How Online Reviews Influence Sales
- Google's 2025 Maps protection figures, via Search Engine Roundtable
- FTC rule on consumer reviews and testimonials, summarised by Morgan Lewis
- UK DMCC Act fake review rules, summarised by CMS
Citing these figures? Please link to this page. If you spot a figure that's out of date, email hello@flexilocal.com.
