online reviews study
TRANSCRIPT
Online Reviews Study
Copyright © 2012
Conducted by Pepperdine University School of
Business in June 2012 in association with ReviewInc
Male35%Femal
e65%
236 Respondents
17-211%
22-2511%
26-3552%
35-4519%
46-5510%
55+7%
Responses by Age Range
0 10 20 30 40 50 60
Prefer not to answer
Over $160,000
$111,000-$150,000
$81,000-$110,000
$56,000-$80,000
$26,000-$55,000
$0-$25,000
Responses by Household Income
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Ask a Friend
Online Reviews
Close Proximity
Other
Yellow Pages
Low
Neutral
High
How much influence does the following have
when trying find a hotel, restaurant, dentist,
plumber, etc.?
Yes86%
No14%
Do you use online
rating/review sites to
research companies
with which you plan to
do business?
0 50 100 150 200
Other
Chain Restaurants
Coffee & Tea
Fitness Professionals
Financial Services
Real Estate
Active Life
Health and Medical Professionals
Nightlife
Event Planning & Services
Arts & Entertainment
Automotive
Spas/Personal Care
Hotels
Fine Dining Restaurants
Very Likely Likely Neutral Not Likely Would not use
Please rate how
likely you would
be to use an
online
rating/review site
to help you make
a decision about
trying a business
in the following
industries:
0 20 40 60 80 100 120 140 160 180
Other
Active Life
Chain Restaurants
Coffee & Tea
Real Estate
Arts & Entertainment
Fitness Professionals
Nightlife
Event Planning & Services
Financial Services
Automotive
Spas/Personal Care
Health and Medical Professionals
Hotels
Fine Dining Restaurants
Will Post for Excellent Service Will Post for Good Service Will Post for Poor Service Will NOT Post
Would you post a review if you received the following level of
service for each of business categories listed below? Check all
that apply.
Which online
rating/review sites do
you use to
rate/reviewbusinesses?
0 20 40 60 80 100 120 140 160 180 200
Don’t use Review Sites
Other
Vitals
Epinions
Superpages
Angie's List
RateMD
Edmunds
Bing
Citysearch
Urban Spoon
TripAdvisor
Yahoo
Yelp
Once a week Once a Month Several Times a Year Never
Which online
rating/review
sites do you
use to
researchbusinesses?
0 20 40 60 80 100 120 140 160 180 200
Other
I do not use review sites
Vitals
Superpages
Epinions
Angie's List
RateMDs
Edmunds
Bing
Citysearch
Urban Spoon
TripAdvisor
Yahoo
Yelp
Once a Week Once a Month Several a Year Never
0 50 100 150 200
"Would not try" "Might Try" "Would be likely to try"
0 50 100 150 200
"Would not try" "Might Try" "Would be likely to try"
If a restaurant or hotel had
the following ratings, how
likely would you be to try
it?
If a professional service
such as a doctor, dentist or
attorney had the following
ratings, how likely would
you be to make an initial
contact with that business?
No Rating
No Rating
0 50 100 150 200
Other
Tablet
Smart Phone
Desktop/Laptop
Often Sometimes Never
What device do you
use to READ online
reviews and ratings?
0 20 40 60 80 100
Other
Tablet
Smart Phone
Desktop / Laptop
Often Sometimes Never
What device do you
use to WRITE
reviews?
THREEor more
consumer rating sites8%
TWO consumer
rating sites19%
ONEconsumer rating site
69%
I would NOT post a negative
review4%
If you had a bad experience
with a service, where would
you post a negative review?
Will Post for
Excellent Service
28%
Will Post for Good Service
7%
Will Post for Poor Service
25%
Will NOT Post40%
Would you post a
review based on your
service experience?
(Based on aggregrate answers from
responses related to specific businesses
type – see earlier question)
No affect31%
May affect61%
Would definitely affect 8%
If a company you were already doing
business with had negative reviews posted
online, how would it affect your relationship
with the company?
What is the minimum
number of reviews that
would make a rating
appear credible?
1 to 3 reviews
4%
4 to 7 reviews
34%
8 to 11 reviews
30%
more than 12 reviews
32%
For more information about this study
including re-use or publication rights
of this study, please contact
ReviewInc at
or call
USA: 877-9REVIEW / 877-973-8439(International Callers May Dial: +1-818-660-1435)