Local Decision: The Influence of Google Reviews on the Consumer Journey
The largest study on the influence of online reviews on Google in the Brazilian market
2025
Period
+1500
Consumers
The Impact of Google Reviews:
What Consumers Say
Google reputation directly influences consumer choices. If your company hasn't yet stood out on this channel, you're missing out on the chance to win more customers.
96% of consumers read customer reviews before choosing a store on Google.
Most consumers rely on online reviews to decide where to buy.
80% of consumers do not trust companies with a rating lower than 4.1 stars
A good Google rating is essential to becoming a consumer destination.
9 out of 10 consumers avoid poorly rated stores.
A negative reputation can turn off almost any customer before they even visit your store.
Access the full research with advanced analytics
About the research
In 2025, consumer purchasing behavior in Brazil is more connected to digital than ever before.
Google has become the primary search engine for consumers looking for local establishments, and online reviews are now the deciding factor in choosing where to go .
Local Decision 2025 survey , conducted by Harmo in partnership with Reclame AQUI, shows in detail how Google reviews directly impact purchasing decisions.
The unprecedented survey, which included more than 1,500 consumers, provides data that demonstrates the growing importance of Google My Business and the vital role that online reviews play in the purchasing journey.
