Online reviews have increased in number and popularity over the years with the advances of the Internet and the reliance Millennials and younger generations have on these sources of information. Millennials often read reviews to gain a sense of the product or the quality of the service provided by a company prior to investing in it. But how many reviews are referenced, and when is your business seen as trustworthy by these young and prospective customers?

Statistics show that, as of 2017, consumers read at least 7 reviews or more prior to making a purchase or “being trusted,” a number that has increased dramatically from last year when the number was only 1. By reading multiple and varied reviews, consumers indicate a need to trust in other customers before buying a product or service, and because of this, reviews are invaluable to a business’ reputation.

Through the Internet, there is an element of anonymity, allowing customers to review businesses honestly without feeling the need to soften their criticisms of their experiences with the services or the quality of the products. As a result, reviews are seen as an unbiased and true source of criticism and praise; and more and more people are found to be reading reviews about businesses and basing their decisions on these reviews. This reliance, while commonly seen in the buying patterns of Millennials, can often be found in older generations as well.

In order to gain the trust of prospective customers, it’s recommended for businesses to have at least 7 or more online reviews regarding their services and products in order to encourage an influx of customers and sales. In the case of local businesses, reviews are even more vital, driving traffic to them and ensuring that they can continue to grow and expand naturally. By taking stock in the reviews your company receives online, you can increase your reputation and ensure that future customers will trust in your products and services through the many reviews provided.

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