Industry Studies Show Consumers Are Looking Beyond Star Ratings

Lawrenceville, United States – July 20, 2026 / BestLyfe Group /

LAWRENCEVILLE, Ga. — Nearly nine in 10 consumers say AI-generated reviews should not be allowed on review platforms at all, according to new research from Yelp — a sign that trust, not just star ratings, is becoming the deciding factor in how people choose local businesses.

The YouGov survey, conducted on behalf of Yelp among more than 2,350 people who use online reviews to guide purchasing decisions, found that 88% of review readers oppose AI-generated reviews, while 83% said they would avoid a business they learned had fake or compensated reviews. Ninety-four percent said reviews should reflect actual customer experiences rather than opinions shaped by news or social media.

Consumers Are Reading Deeper, Not Just Rating

The findings echo a broader shift documented in BrightLocal’s 2025 Local Consumer Review Survey, which found that 74% of consumers use two or more websites when researching reviews before choosing a local business. The report also found that consumers increasingly seek facts and objectivity — reading detailed reviews, comparing multiple sources and looking past overall star ratings to understand real customer experiences.

The Yelp survey reinforced that pattern: 72% of respondents said they read more online reviews now than ever before, 88% said they trust reviews with written text more than star ratings alone, and 71% said they don’t consider a star rating without written text to be a review at all.

“Consumers have more information available than ever before, and they’re taking advantage of it,” said Dustin Lunde, Co-Owner of BestLyfe Group. “People aren’t simply looking for the highest-rated business anymore. They’re comparing information from multiple sources, reading detailed customer experiences and looking for evidence that helps them feel confident before making contact.”

What This Means for Local Businesses

BrightLocal’s findings also show more than three-quarters of consumers now watch video content while researching local businesses, and 63% expect businesses to respond to reviews within two to seven days. Consumers said they place increasing value on reviews that include photos and video, suggesting they want a fuller picture of what to expect before making a decision.

“Businesses don’t control what customers say about them, but they do influence the experience customers have,” Lunde said. “When businesses provide accurate information, communicate consistently and deliver experiences worth talking about, they’re helping future customers make informed decisions.”

For local business owners, the research suggests a few concrete shifts worth paying attention to. Encouraging customers to leave detailed, written reviews — not just a star rating — carries more weight with today’s buyers. Responding to reviews within a reasonable window, ideally within the two-to-seven-day range consumers now expect, signals attentiveness. And ensuring that photos, videos and customer stories are genuine and verifiable matters more than ever, as consumers grow increasingly wary of anything that looks manufactured or AI-generated.

Reviews Matter for Local Search

About BestLyfe Group

BestLyfe Group is a Georgia-based digital marketing agency specializing in SEO, local search, website strategy and digital growth solutions for small and mid-sized businesses. The company helps organizations improve their online visibility through data-driven marketing strategies designed to support long-term business growth.