The Evolution of Online Review Behavior and What You Can Do
- Simply City
- Mar 5
- 4 min read
Consumer reviews have become an essential part of business success, shaping brand perception and influencing purchasing decisions. Over the past 15 years, shifts in technology, social behavior, and economic events have significantly altered how people research businesses, trust reviews, and engage with review platforms.
A recent BrightLocal study, Historical Trends in Consumer Review Behavior: Shifts in Social Awareness, examines these changes from 2010 to 2025. By analyzing data on consumer review behavior, this research provides critical insights into how businesses should adapt.
Additionally, real-world case studies from The SimplyCity show how businesses can leverage online visibility and reputation management to drive tangible success.
2. Local Business Research Trends
The Smartphone Boom and COVID-19’s Impact
Between 2015 and 2016, daily online research of local businesses spiked by 13%, largely due to increased smartphone adoption. By 2016, 77% of U.S. adults owned a smartphone, dramatically increasing their access to business information.
This trend continued upward, peaking in 2020 during the COVID-19 pandemic when 59% of consumers researched businesses daily. With lockdowns and safety concerns, online research became crucial for finding essential services, restaurants, and retail stores.
Post-Pandemic Behavioral Shifts
However, this behavior changed in 2022 and 2023, with daily searches declining and weekly searches increasing. This shift suggests that while consumers still research businesses frequently, they do so with more deliberation rather than immediate daily need.
Our Case Study: La Porcata – The Power of Local Citations
The SimplyCity worked with "La Porcata," a local restaurant that saw increased customer visits after optimizing its local citations. By ensuring accurate listings across multiple platforms, the restaurant attracted diners who discovered them via Google, Yelp, and TripAdvisor.
For businesses, visibility remains crucial. Local SEO strategies—such as optimizing Google Business Profile, maintaining accurate citations, and leveraging online directories—are key to staying relevant as consumer search habits shift.
3. Changing Trust in Reviews
The Declining Importance of Recency
In the late 2010s, consumers placed high value on recent reviews, particularly during the pandemic when businesses had to adapt quickly. However, as of 2025, recency has become less critical, with consumers focusing more on review content and overall patterns rather than date stamps.
Shifting Expectations for Star Ratings
Since 2014, consumer expectations for a perfect 5-star rating have gradually declined. Many buyers now recognize that a flawless score might not be realistic, leading them to trust businesses with slightly lower but more authentic ratings.
Decline in Fake Review Concerns
While fake reviews were a significant concern in 2019 (82% of consumers worried about them), skepticism has since decreased. Consumers have become more adept at identifying biased or exaggerated reviews, making them more discerning in their evaluation of businesses.
Case Study: Grinskram - Green Home Market
After The SimplyCity optimized the online presence of Grinskram - Green Home Market, a retail store in Mainz, they saw a 25% increase in sales and a surge in international students and travelers. This was achieved by correcting inconsistencies in their online profile and responding to customer feedback, making them more trustworthy to a global audience.
Businesses should focus less on achieving perfect ratings and more on responding to reviews, showcasing authenticity, and ensuring their online presence is accurate and engaging.
4. Writing Reviews: Culture is Changing
Review Writing Becomes the Norm
Since 2020, approximately 75% of U.S. adults write reviews annually, showing that leaving feedback has become a normalized behavior.
Post-Pandemic Empathy and Increased Willingness
Consumers have shown a higher willingness to leave reviews since 2021, possibly due to increased empathy for struggling businesses during and after the pandemic. People are more likely to share their experiences, both positive and negative, as part of a larger social responsibility trend.
Businesses should actively encourage reviews by providing memorable experiences and making the review process simple. Timely reminders—such as follow-up emails or QR codes on receipts—can significantly increase customer participation in leaving feedback.
5. Where Consumers Leave & Read Reviews Now
Google Remains King
Google continues to dominate the review space in 2025, with a slight increase in usage. Its integration with search results and Google Maps makes it the most accessible and trusted platform for consumers. Online review behavior of the consumer is focuses on accuracy and less so recency. Google has been on a rampage deleting irrelevant reviews in 2025.
Facebook’s Decline
Facebook’s influence in the review space has diminished, primarily due to concerns over trust and the platform’s shift toward paid advertising rather than organic engagement.
The Rise of Alternative Platforms
Platforms like YouTube (used by over 33% of consumers), TikTok, Instagram, and local news sources (nearly 50% of consumers) are gaining traction. These channels blur the lines between traditional review sites and content-driven recommendations.
Businesses should maintain a presence on Google while expanding into emerging platforms like TikTok and Apple Maps to maximize their reach.
6. Strategic Recommendations for Businesses
Leverage Identity & Attributes
Utilize Google Business Profile attributes (e.g., ownership type, sustainability practices, accessibility features) to appeal to socially conscious consumers.
Engagement Over Ratings
Instead of fixating on a perfect star rating, businesses should focus on responding to feedback and maintaining an authentic voice.
Future-Proofing Review Strategy
With review behavior expanding to alternative platforms, businesses should monitor trends and adapt their strategies accordingly. Keeping an eye on platforms like Apple Maps and TikTok will be key to staying ahead.
7. Consumer Review Behavior
Social Media Integration
Reviews are no longer confined to traditional platforms—social media platforms are increasingly becoming review hubs. Influencers, video testimonials, and community-driven recommendations will continue to shape purchasing decisions.
Redefining Reviews
The concept of a "review" is evolving. Consumers are increasingly relying on video reviews, live demonstrations, and user-generated content rather than traditional text-based feedback.
Businesses should adapt to new formats, incorporating video and influencer partnerships into their review strategies.
TLDR;
Consumer review behavior has changed significantly over the past 15 years, influenced by technology, economic events, and social shifts. Businesses must evolve by prioritizing engagement, leveraging alternative platforms, and embracing new review formats.
By staying proactive and adaptable, businesses can turn these changes into opportunities for growth and stronger customer relationships.