BrightLocal, a leading local SEO tools provider, has released its latest report analyzing 15 years of consumer review behavior data. The findings highlighted significant shifts in how consumers research and engage with local businesses. Released on March 3, 2025, this noteworthy study digs deep to provide insights marketers must heed in today's dynamic environment.
The report tracks historical trends with particularly interesting insights from the years 2015 to 2016, coinciding with the rise of smartphone ownership among U.S. adults, which reached 77%. This period marked the beginning of heightened consumer interest in local business research, establishing new benchmarks for business engagement online.
The popularity of researching local businesses peaked during the COVID-19 pandemic in 2020. At this time, 59% of consumers reported researching local businesses nearly daily, indicating not just necessity but also the widespread reliance on digital platforms during lockdowns and social distancing measures.
With changing consumer preferences, traditional review metrics have taken on new meanings. Fewer consumers now expect perfect five-star ratings, reflecting a growing awareness of the challenges businesses face when striving for high ratings. The report notes, "This reinforces the point... indicator of true quality as a standalone factor." This shift emphasizes consumers' increasing realism about what constitutes quality service.
Interestingly, consumers still show readiness to participate actively in the review process. Despite being less reliant on traditional metrics when making purchasing decisions, almost three-quarters of U.S. adults have written online reviews within the last five years. The report states, "For business owners, what this shows is... at the right time," highlighting the importance of creating memorable experiences to elicit positive customer feedback.
Changes are also notable among review platforms. Google continues to lead as the preferred platform for consumer reviews, yet Facebook has seen declines both in user trust and usage from 2020 to 2025. Yelp has managed to maintain its status as a stable review source, but fresh platforms like YouTube, local news outlets, and social media have gained traction as influencers for consumer decision-making.
Marketers should heed the report's assertion: the line between traditional and alternative review platforms is growing less distinct. The report encapsulates this shift eloquently: "What does a consumer care about the definition of a review platform, really?" It suggests businesses should focus on visibility across various platforms to engage consumers effectively.
With these insights, BrightLocal provides five key takeaways for marketers aiming to adapt successfully to the modern marketplace:
- Be visible on various platforms, not just review sites.
- Engage actively with customer feedback instead of solely focusing on high ratings.
- Utilize business identities, like Google Business Profiles, to connect with socially conscious consumers.
- Stay attuned to changing definitions of review platforms.
- Lastly, don't hesitate to ask consumers for reviews; they are willing to provide them when encouraged.
BrightLocal's research serves as both a wake-up call and guide for businesses seeking to adapt to evolutionary trends. It reflects the growing complexity of consumer expectations and available platforms and emphasizes the importance of recognizing and responding to these developments. For marketers, these findings are not just numbers; they represent the changing pulse of consumer behavior, beckoning action.