TL;dr: Amongst consumers that leave reviews more than once per year, which sites do consumers prefer for leaving reviews? The answer might surprise you. Google is number one overall but Facebook made a strong showing and outpaced Yelp for the number two spot as a preferred site to leave reviews.
Reviews have two sides:
Where do people read them?
Where do people like to leave them?
I suspected that the answers to these two questions might not be the same.
Facebook reviews received more of my attention with the Big Earl’s controversy in early June. It elevated Facebook on my radar and I started gathering anecdotal evidence that Facebook was making inroads into the local review space despite the fact that they are not highlighting reviews in any significant way.
I also saw the phenomenon on Barbara Oliver’s FB page despite her making no specific effort to get reviews there, they were piling up at a steady rate. I was even seeing Facebook ratings and reviews in industries like insurance that are notoriously hard to get reviews in.
To that end I created a large scale consumer survey at Google of US Adult internet users to first figure out who left reviews for local businesses regularly and then amongst those users, what sites they preferred for leaving reviews.
Using Google survey, I created a filter question to identify users (self reported) that left reviews at least once per year and eliminated from further study, those that rarely if ever left reviews.
We asked 2671 respondents the following with a choice of 5 possible answers:
After purchasing from a local business, I will take the time to leave an online review for that business (% response in parenthesis):
-Almost never – less than 1 review per year (19.6%)
-Occasionally – 1 to 5 reviews per year (15.7%)
-Somewhat frequently – 6 to 11 reviews per year (4.2%)
-Very frequently – 12 reviews or more a year (2.4%)
The vast majority of respondents noted they never or almost never leave reviews (77.8%). Is it any wonder that getting reviews is hard?
The 703 of those respondents (22.2% of the total) that answered occasionally, somewhat or very frequently were then asked a follow up question where they were asked to indicate their preferred site:
When you leave a review online for a local business which site are you most likely to use?
The margin of error in the survey is such that Google’s “victory” is statistically significant. And one could argue that the difference between Facebook and Yelp is such that we can’t really tell which is actually in second place.
But this survey is confirmed by a second survey I conducted where users were allowed to pick ALL sites they are likely to use (1002 responses).