Yelp Survey: Majority of Consumers Trust Online Reviews

This week, online reviews site Yelp surprised everyone when its stock prices soared after its lockup period expired. Online reviews for everything from restaurants to products have become more and more prevalent recently. So how many American consumers have used Yelp? And what do they think about the company in general?


Yelp Reviews

In Ask Your Target Market’s latest survey, 10% of respondents said they have written reviews on Yelp. 9% said they’ve written reviews on similar websites And 82% said they’ve never written online reviews.

On the other hand, 25% of respondents said they have read reviews on Yelp. 5% said they have read reviews on similar sites. And 70% said they’ve never read reviews on Yelp or similar sites.

Online Trust

Since these reviews can be written by anyone, this could lead to some trust issues from the public. But it also creates a wealth of information that consumers can sift through to find the answers they’re looking for. Overall, 15% of consumers said they are very trusting of online reviews like those on Yelp. 65% said they somewhat trust online reviews. 14% said they don’t really trust online reviews. And 6% said they don’t trust online reviews at all. Those who have read reviews on yelp were 13% more likely to be very trusting of online reviews.

Company Opinions

In general, 9% of consumers described their opinion of Yelp as very positive. 14% said they have a somewhat positive opinion of Yelp. 74% described their opinion as neutral. And just 2% said they have a negative opinion of Yelp. Of those who have read reviews on Yelp, 33% described their opinion as very positive, and 49% described their opinion of Yelp as somewhat positive.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Yelp from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 30 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.