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Online Reputation: How Likely Are Customers To Leave a Review of Your Business?

27th December 2018

Photograph of Online Reputation: How Likely Are Customers To Leave a Review of Your Business?

When Do We Trust a Business?

According to recent data, it takes around 4-6 reviews before 32% of customers begin to trust a business. have also found people trust 3 or 4-star ratings over 5-star ratings. 22% of people trust a rating of 3 stars, increasing to 35% for 4 stars and dropping to 10% for 5 stars. More interestingly, 30% of potential buyers don't actually use the rating system to help make their decisions.

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Ratings and Reviews by Industry

Whilst it's clear that ratings and reviews can influence purchasing habits, just how does this affect each industry? And is a review more damaging or rewarding for certain businesses?

Auto Repair - This industry saw the highest percentage of people believing rating or reviews were important with 67% agreeing. Automotive services also saw 35% of people more likely to leave a positive review compared to 39% of negative experiences.

GPs - Many people want to ensure they receive the best care when it comes to their health, with 66% of people believing it's important to check reviews and ratings before receiving advice or treatment. The research found 27% of people would leave a positive review of a physician compared to a slightly higher 30% negative reviews.

Car Dealers - 65% believe that it's important to check public opinion before purchasing any vehicles from car dealers. 27% of people are likely to leave a positive review of their experience at a car dealership compared to 36% of negative experiences.

Insurance Agents - Often hit with a bad rep, 61% of people think it's important to check the rating or review of insurance agents before going ahead with any business. 23% of people will leave a negative experience compared to 18% of positive experiences.

Restaurants - With an increasing amount of people eating out each year, more than 55% of people think checking ratings and reviews are important before visiting a restaurant. Being one of the industries that has a higher percentage of reviews after an initial experience - 45% of people were likely to leave a negative review if they had a poor dining experience.

Banks - Around 55.2% of people think that reading reviews is important before choosing a bank, with 25% of people likely to leave a negative review after visiting their local bank branch compared to 19% leaving a positive review.

Which Industry Takes the Lead?

Star ratings are something we all look at, but how do ratings compare across industries? We’ve taken a look at who tops the leaderboard for the average rating - surprisingly, the insurance industry takes the lead with an average of 4.51 stars, whilst education has a low but modest rating of 3.87 stars.

Average Star Rating by Industry





















Real Estate


Financial Services


Senior Care






Ian Wright from stated: "From the research, we can clearly see public opinion influences people’s decision to purchase goods or services from a company. As expected, negative experiences are more likely to be written compared to positive ones - so it’s really important for businesses to understand how much impact this can have on potential customers."

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