[Research Release] 86.1% of Consumers Prioritize Reviews When Choosing Stores — Unique Survey of 303 People Reveals How Reviews Influence Store Visits

Knowledge Holdings Inc. (based in Minato-ku, Tokyo) surveyed 303 men and women aged 20-59 nationwide regarding the importance of reviews when choosing stores.

Results revealed that a total of 86.1% of respondents either 'strongly prioritize' or 'somewhat prioritize' reviews when selecting a store.

■ Survey Overview
Target: Men and women in their 20s-50s nationwide (internet users)
Sample Size: 303 people
Survey Period: May 2026
Methodology: Internet-based questionnaire survey

■ Survey Highlights
● 86.1% of consumers 'prioritize' reviews when choosing a store (38.3% 'strongly prioritize' + 47.9% 'somewhat prioritize')
● Restaurants top the list of industries where reviews are checked (70.6%), followed by accommodations (51.2%), medical institutions (43.9%), and hair salons/spas (43.2%)
● 'Specific experience stories' are valued most in reviews (40.9%), far surpassing star ratings (23.8%) and photos (18.2%)
● 10-49 reviews is the most common number that provides peace of mind (36.6%); with fewer than 10 reviews, approximately 70% of consumers feel they lack sufficient information to judge
● 81.6% of those who 'strongly prioritize' reviews tend to avoid stores with ratings below 4.0 stars

■ Company Insight
This survey empirically confirms that reviews are not just an optional nice-to-have, but the most critical information source for consumers to decide whether to visit a store.

(1) Nine out of ten consumers make visit decisions based on reviews, making review management a fundamental element of customer acquisition, not just an arbitrary measure.
(2) Review influence is particularly high in experiential services such as restaurants, accommodations, medical facilities, and salons.
(3) What consumers seek most are 'specific experience stories'; high ratings alone are insufficient.
(4) Stores with fewer than 10 reviews lack reliability for about 70% of consumers; exceeding 10 is the initial target.
(5) Since about 80% of those who prioritize reviews avoid stores below 4.0 stars, maintaining and improving evaluation scores is essential.

■ Related Service: Our Search Optimization Support
Knowledge Holdings Inc. provides integrated solutions across SEO, MEO, LLMO (AI search optimization), and SNS to address the structural changes in search behavior revealed by this survey, utilizing our proprietary 'AXiY System' and hands-on consulting.