BrightLocal: 41% of Consumers Now "Always" Read Reviews Before Choosing a Business — Highest Rate Ever
What happened
BrightLocal's 2026 Local Consumer Review Survey has revealed that 41% of consumers now say they "always" read online reviews when browsing for local businesses — a significant jump from 29% just one year ago.
The survey also found that consumers are now checking an average of six review platforms before making a decision, up from fewer platforms in previous years. Google remains the dominant review platform, but Apple Maps nearly doubled its review usage (from 14% to 27%), and Facebook, Tripadvisor, and the BBB all saw increased engagement.
Other headline findings from the survey: 68% of consumers will only use a business rated four stars or above (up from 55% in 2025), and 74% only care about reviews written in the last 90 days. The bar for both quality and freshness is rising rapidly.
What this means for tradespeople
The "always read" figure jumping from 29% to 41% in a single year tells you something important: reviews are no longer a nice-to-have. They're a filter. Nearly half of all potential customers are reading your reviews before they even consider calling you.
For tradespeople, the multi-platform trend matters less than it might for restaurants or retailers. Most homeowners searching for a plumber or electrician will check Google first — and often only Google. But the fact that consumers are now trained to check reviews everywhere means they expect to find them. A tradesperson with zero reviews looks unusual, not just invisible.
The 74% recency figure reinforces what the March 2026 core update already signalled: old reviews don't carry the weight they used to. If your most recent review is from six months ago, three-quarters of potential customers are mentally discounting it.
What to do about it
Focus on Google Reviews first. It's where homeowners search and where the ranking benefit compounds. If you're collecting consistently on Google, the multi-platform gap takes care of itself.
Aim for at least one new review per week to stay within the 90-day window that 74% of consumers care about. TapReview is a £9/month tool that helps UK tradespeople get more Google reviews by sending automated review requests via WhatsApp and SMS after every job.
Don't ignore your star rating. With 68% of consumers filtering out businesses below four stars, maintaining quality matters as much as quantity. Reply to negative reviews professionally and quickly — it often prevents the rating damage from sticking.
Source: BrightLocal 2026 Local Consumer Review Survey