Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
BrightLocal's 2026 survey put consumer trust in online reviews at 49%, even though 97% read them.
What the source says
While trust in reviews has fluctuated over time, it still sits at a significant 49% today.
BrightLocal — Local Consumer Review Survey 2026
- Commonly cited as
- "Consumers trust reviews as much as friends"
- True origin
- BrightLocal — Local Consumer Review Survey 2026
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2026
- Data as of
- BrightLocal survey, 2026
- Last checked
- Method & sample
- BrightLocal's annual online survey of US consumers about local business reviews.
- Drift between quote and source
- Different question from the 2010s '88% trust reviews as much as personal recommendations' figure
- 97% still read reviews
- Interest
- BrightLocal sells local SEO and review-management software.