Maritz Research 2013 Online Customer Review Study

Should you trust online customer review and ratings sites? The Maritz Research 2013 Online Customer Review Study suggests there’s a crisis of confidence with sites like DealerRater, Priceline and Citysearch.

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Now more than ever online ratings sites are becoming an important part of the customer experience. When’s the last time you searched for a review about a product you were thinking of buying, a hotel where you might be staying, or a restaurant where you might be eating? Should you believe what you read?

The study found that one in four people believe the information available on ratings sites is unfair.


The Maritz Research 2013 Online Customer Review Study surveyed 3,404 people about the use of 13 dedicated customer review and rating sites, including TripAdvisor, Zagat, OpenTable,, Yelp, Urbanspoon, Google+,, Room Key*, Foursquare,, Citysearch, and DealerRater*. *Low sample size due to low number of rating site visitors.

Maritz Research Study Ranks Most Trusted Online Review Sites

Consumers trust TripAdvisor and Zagat, skeptical of other online reviews.

See News Release

We dug deeper to examine the data and published 3 whitepapers:

Part One – An Upcoming Crisis of Confidence?

Part Two - Ubiquitous Reviews and Low Participation

Part Three - Money Talks and Listens: Characteristics of Rating and Review Site Users