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Business directory and crowdsourced review forum Yelp commissioned a survey by Material to review the reviews on its platform.
The survey of roughly 2,000 Americans found that respondents read a median of five reviews about a business to inform their spending decisions, and 77% are currently reading more online reviews than they ever had before.
A separate study by Yelp found that 90% of its users compare businesses before deciding which one to visit, contact, hire or buy from.