Local Consumer Review Survey 2026: Star Ratings Keep Rising, Old Reviews Don’t Cut It

Over 16 years of consumer sentiment on reviews. What's changed for 2026? Find out about quality expectations, and the rise of AI recommendations.

Key Takeaways

• Star ratings and recency matter more than ever: Consumers now expect higher star ratings and fresh reviews, with a sharp increase in customers only using businesses with 4.5 + stars.
• The way we “read” reviews is changing fast: Consumers are looking beyond text reviews, with AI tools like ChatGPT surging into third place for local business recommendations.
• Reviews get consumers moving, but not always to checkout: Some are ready to buy, while most fan out to websites, social feeds, and other platforms for reassurance.
• Silence speaks volumes: Slow or generic review responses are increasingly seen as a red flag, as consumers expect businesses to acknowledge feedback almost immediately.
• Consumers want accountability for fake reviews: Shoppers want review platforms and businesses to step up, with severe consequences for those caught manipulating feedback.

Online reviews remain one of the most powerful drivers of trust and decision-making, but how people find and use them is in flux.

Each year, the Local Consumer Review Survey tracks the behavior of consumers around reviews, highlighting trends and insights that influence local businesses. It gives businesses the knowledge to adapt to shifts in online habits and create review profiles that consumers choose every time.

Consumers Read Reviews More Than Ever, But How They Discover Them is Changing

97% of consumers read reviews for local businesses

• The average consumer uses six different review sites when choosing businesses
• Google, Facebook, and AI tools like ChatGPT are most commonly used for local recommendations
• Traditional review sites like Tripadvisor, Better Business Bureau, and Healthgrades are seeing a resurgence, while Google is losing popularity
• Consumers are increasingly turning to video-based sites for local recommendations

2 in 5 Consumers Read Reviews Every Time They Look for a Business

In 2026, 41% of consumers “always” read reviews when browsing for businesses, a huge jump from last year (29%).

Google is Losing Traction, but AI and Video Reviews are Picking Up Speed

The Top Sites for Reviews in 2026

With consumers using an average of six review sites in 2026, relying only on the major review sites is no longer enough.

What This Means for Businesses

With the way consumers are using reviews changing, in 2026 businesses should:

1. Strengthen your presence beyond Google: Consumers use a wide mix of platforms when seeking recommendations.
2. Focus on information accuracy: Keep your website up-to-date and monitor business listings for inaccuracies.
3. Prioritize video as a marketing channel: Support customers and creators to review your business using video.

Consumers Expect Higher Star Ratings and Recent Reviews

When deciding which business to use, consumers look far beyond the stars.

Shoppers Care About Consistency, Positivity, and Recency

How many reviews does a business need? Perhaps it’s more than you think…

47% of consumers won’t use a business that has fewer than 20 reviews.

Star Ratings Keep Rising with Consumers Demanding Four or More

92% of consumers care about star ratings when choosing a business.

What This Means for Businesses

1. Build a strong review profile: Take stock of your reviews across all platforms.
2. Keep reviews recent: Regularly request reviews from customers.
3. Boost star ratings: Audit your star ratings across platforms.

Reviews Drive Purchases, but Many Consumers Still Need More Evidence

85% of people are more likely to use a business after reading positive reviews.

The Opinions of Strangers Make or Break Decisions to Use Businesses

Reviews Matter for Purchases Big and Small

What This Means for Businesses

1. Make customer research easy: Ensure your website and profiles are accurate.
2. Be visible across multiple review channels: Check your review presence is consistent across different sites.
3. Support big-ticket purchases: Encourage reviews from high-value customers.

AI is Quickly Becoming a Go-to for Business Recommendations

40% of consumers trust AI platforms to provide business recommendations.

More Consumers Trust AI Than Fear It for Business Recommendations

What This Means for Businesses

1. Keep growing and managing reviews: Your review profiles remain a core trust signal.
2. Don’t underestimate AI: Monitor how your business appears in AI-generated recommendations.
3. Ensure your online presence is AI-ready: Make sure your information is easy to understand for both customers and AI tools.

Consumers Demand Real Consequences from Fake Reviews

97% of consumers think businesses should face punishment for fake reviews.

What This Means for Businesses

1. Monitor and report fake reviews: Keep a close eye on every review profile.
2. Maintain your integrity: Never post fake reviews for your business.
3. Know the rules: Understand the new laws and platform guidelines.

Positive Experiences Drive Reviews, but Businesses Still Need to Ask

94% of consumers are open to writing reviews, though just 69% of consumers wrote a review in the last 12 months.

What This Means for Businesses

1. Ask for more reviews: Treat review generation as an ongoing process.
2. Focus on delivering review-worthy moments: Ensure standout service leads to reviews.
3. Prioritize key review sites: Build a strong presence across the platforms your customers use.