--- title: Local Consumers' Trust Earned by Having More Reviews description: BrightLocal, a local SEO firm based in London, recently concluded its report based on the Local Cons... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/brightlocal-mini-4-1-1-1.gif --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Local Consumers' Trust Earned by Having More Reviews ![Linc Wonham](https://www.websitemagazine.com/hubfs/Linc%20Wohnam.jpeg) [by Linc Wonham](https://www.websitemagazine.com/local/author/linc-wonham) 24 Jan, 2011 - - - [mailto:?Body=https://www.websitemagazine.com/local/local-consumers-trust-earned-with-more-reviews](mailto:?Body=https://www.websitemagazine.com/local/local-consumers-trust-earned-with-more-reviews) - Link Copied! ![Local Consumers' Trust Earned by Having More Reviews](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/brightlocal-mini-4-1-1-1.gif) ![](https://www.websitemagazine.com/hs-fs/hubfs/Imported_Blog_Media/brightlocal-mini-Jan-23-2023-12-05-33-8244-AM-1-1-1.gif?width=75&height=75&name=brightlocal-mini-Jan-23-2023-12-05-33-8244-AM-1-1-1.gif)BrightLocal, a local SEO firm based in London, recently concluded its report based on the [Local Consumer Review Survey](https://www.brightlocal.com/blog/2011/01/23/local-consumer-review-survey-part-2/) it conducted in the [fall of 2010](https://www.brightlocal.com/blog/2010/11/29/local-consumer-review-survey-2010-part-1/). Designed to gain a better understanding of consumer usage and trust in online reviews of local businesses, the two-part survey polled more than 2,000 consumers in the U.S. (1,138) and the U.K. (874). *Among the most interesting key findings are the following:* -    67 percent of local consumers have consulted online customer reviews of local businesses -    69 percent trust online reviews as much as personal recommendations -    79 percent of people aged 16-34 trust online reviews as much as personal recommendations -    62 percent of people aged 55+ trust online reviews as much as personal recommendations -    9 percent of consumers either don't need reviews to trust a business or dismiss online customer reviews entirely -    51 percent of consumers cite reliability as the most important trait for determining a local business' reputation -    Reputation was most important for consumers when choosing a doctor or dentist -    Good value (40%), expertise (33%) and professionalism (32%) are the other most important reputation traits -    Courtesy, accreditations and localness (i.e. independent, non-chain businesses) are the least important traits -    The most searched for businesses in the study were restaurants/cafes (39%) -    71 percent of consumers said a minimum of between 6-10 reviews is required for a local business to earn their trust -    The more reviews a business has, the more trust a consumer will place in the reputation of that business -    Businesses with 50 or more reviews earn the trust of 29% more consumers than a business that has 6-10 reviews ![Linc Wonham](https://www.websitemagazine.com/hubfs/Linc%20Wohnam.jpeg) [Linc Wonham](https://www.websitemagazine.com/local/author/linc-wonham) I am a longtime content specialist with vast experience in ideating, creating and editing articles, infographics, books, ebooks, white papers, insights guides, corporate POVs, video scripts and more for omnichannel promotion and distribution on behalf of publishers, brands and creative agencies. 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All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Linc Wonham", "url" : "https://www.websitemagazine.com/local/author/linc-wonham" }, "dateModified" : "2023-05-01T21:22:00.367Z", "datePublished" : "2011-01-24T06:00:00.000Z", "headline" : "Local Consumers' Trust Earned by Having More Reviews", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/brightlocal-mini-4-1-1-1.gif" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/local/local-consumers-trust-earned-with-more-reviews", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Linc Wonham" } ], "headline" : "Local Consumers' Trust Earned by Having More Reviews", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```