79% of ‘Young Consumers' Trust Online Reviews as Much as Personal Recommendations

 A  poll by SEO specialists, BrightLocal.com, finds that 69% of people trust online customer reviews as much as personal recommendations. This figure rises to 79% among 16-34 year olds and remains strong for the growing numbers of online and IT literate baby boomers (62%).
Other stats include;

• 70% of people have used the internet to find a local business in the last 12 months
• Younger consumers use the internet more frequently to find local businesses than older consumers
• 67% of local consumers have consulted online customer reviews of local businesses
• Younger consumers are more influenced by positive online reviews that older consumers
• Female consumers are more likely to select a local business that has positive customer reviews
• 69% of local consumers trust online reviews as much as personal recommendations

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