97% of consumers read reviews online. 41% always read them when browsing for businesses.
Recent, genuine reviews give a prospective customer information they can inspect before contacting you.
BrightLocal surveyed a representative panel of 1,002 US adults through SurveyMonkey for its Local Consumer Review Survey 2026, published February 2026. 97% said they read reviews online, and 41% said they always read reviews when browsing for businesses (29% in 2025). It measured self-reported reading habits, not a review checked before every business choice. It did not measure an increase in enquiries or ranking.
Source: BrightLocal, Local Consumer Review Survey 2026 · 1,002 US adults · Study context and citation →