Resource Center > Online Reputation Management > 50 online reputation stats you need to know for 2022

50 online reputation stats you need to know for 2022

 | Updated
by Jennifer Bridges  @JenBridgesRD

digital overlay of face

This post has been modified to reflect new information since its original publication.

For individuals and brands alike, the things that other people are saying about you on the Internet can have a profound effect on your real-world life. While a positive online reputation can be a boon—both personally and professionally—a negative online reputation can lead to a host of issues, including:

  • Lost employment
  • Relationship problems
  • Not getting into the college you wanted
  • Reduced revenue
  • Lack of customers
  • Staffing difficulties

We update this article annually. In 2021, the number of people with access to the internet grew to 4.7 billion (or 60% of the world’s population), which means your online audience is larger than ever before. This makes the following statistics about how your online reputation impacts specific areas of your life and business even more relevant.  


Employers are searching for you online. To ensure you are marketable, you need to construct a positive and professional online reputation.

1. 98% of employers research candidates online. (The Manifest)  

2. 90% of employers consider a candidate’s social media activity. (The Manifest)   

3. 79% of employers have rejected candidates due to things they’ve posted on social media. (The Manifest)   

4. 57% of employers have chosen not to hire a candidate based on something they found in his or her social media profiles. (CareerBuilder)   

5. 78% of hiring decision-makers think employees should keep their social profiles work-appropriate, even after they are hired. (The Harris Poll

6. 77% of recruiters check candidates on LinkedIn. (Jobvite) (PDF)   

7. 47% of hiring managers are less likely to interview someone they can’t find online. (CareerBuilder)   

8. 34% of Americans have posted on social media while high (and 21% regret it). (Center for Drug Use and HIV Research)   


Your social media posts are now part of your transcripts. Make sure that your online activity gives you a boost—and not a black eye—when it’s time to apply for college. The best way to do this is to avoid posting anything controversial or inappropriate.

Do you have a good online reputation? Find out with our free
Reputation Report Card.
Start Your Scan

9. 36% of admissions officers incorporate a search of a person’s social media into their application process. (Kaplan)   

10. 85% of American teens (ages 13-17) have a social media account. (YouGov)   

11. 45% of American teenagers believe that social media has neither a positive nor a negative effect on their lives. (Pew Research Center)   

12. 38% of admissions officers report that what they found online had a positive impact on a candidate’s application. (Kaplan)   

13. 32% of admissions officers claim that the things they found negatively impacted a candidate’s chances. (Kaplan)   


Your prospective dates will likely check you out online before meeting you. Will they be impressed by what they find? Review all of your social media profiles to be sure they present the best version of you.

14. 77% of people google their matches before going on a date. (JDP)   

15. Roughly 30% of singles who researched their matches decided not to meet up with someone due to what they found (or didn’t find) online. (Avast

16. 25% of online dating app users have done a reverse image search on a picture. (JDP)   


People are searching for your company online and making purchasing decisions based on the information they find. Therefore, it’s important to have a strategy for generating good reviews and responding effectively to bad ones.

17. Businesses that claim their profiles on at least four online review sites garner 58% more revenue. (Womply

18. 34% of people search online daily for a local business. (BrightLocal

19. 92% of B2B consumers say that reading a trustworthy review about a product or service makes them more likely to buy it. (G2 and Heinz Marketing)   

Get your free
Reputation Report Card
Start Your Reputation Scan

20. A company’s reputation is responsible for 63% of a company’s market value. (Weber Shandwick)   

21. It takes nearly 40 good customer experiences to reverse the damage of one negative review. (Inc.)   

22. 52% of consumers won’t patronize a business that has fewer than four stars. (BrightLocal)    

23. Companies that respond to at least 25% of their online reviews earn an average of 35% more revenue. (Womply

24. A 0.1-point increase in a store’s average star rating can boost its conversion rate up to 25%. (Streetfight)   

25. Consumers are willing to pay more for a product if the company selling it has a good reputation. (University of Technology Sydney)   

26. 87% of people read local business reviews. (BrightLocal

27. Roughly 50% of consumers will pay more for a product if the business has positive reviews. (Podium

28. Only 9% of people would patronize a business with a 1- or 2-star average rating. (Podium)   

29. 45% of consumers are more inclined to visit a business that responds to negative reviews. (ReviewTrackers)   

30. 56% of people trust search engines the most when researching a business. (Edelman Trust Barometer) (PDF)   

31. 79% of consumers believe online reviews are as trustworthy as personal recommendations. (BrightLocal

32. 70% of consumers use rating filters while searching for businesses. (ReviewTrackers)   

33. 94% of consumers are more likely to use a local business due to positive reviews. (BrightLocal

34. Businesses with a star rating between 3.5 and 4.5 garner the most revenue. (Womply)   

35. 58% of consumers’ purchasing decisions are influenced by social media. (Statistica)   

36. 92% of people won’t want to use a business because of its bad reviews. (BrightLocal

37. Companies that boast an above-average number of reviews on all review sites earn 54% more annual revenue. (Womply)   

Do you have a good online reputation? Find out with our free
Reputation Report Card.
Start Your Scan

38. 31% of individuals go to a business’s website after viewing a positive review. (BrightLocal

39. Displaying reviews on your website can increase a company’s conversion rates by 270%. (Spiegel Research Center)  

40. The average consumer reads 10 reviews before he or she considers a business trustworthy. (BrightLocal

41. 44% of people won’t buy a product if it has zero ratings or reviews. (PowerReviews

42. 70% of individuals are more likely to patronize a business that responds to negative reviews. (BrightLocal

43. 63% of B2B buyers consider reviews a very important part of their decision-making process. (Demand Gen Report) (PDF)   

44. Companies with less than a 5-star rating stand to lose 12% of their customer base. (BrightLocal

45. 98% of consumers feel that reviews are an essential resource when making purchase decisions. (PowerReviews


If your company has a bad online reputation, it will be harder to hire new employees. Investing in reputation management techniques can help you make your business more attractive.

46. 82% of job seekers take an employer’s brand and reputation into account before applying to a job. (CareerArc)   

47. 86% of employees and job seekers research company reviews and ratings to decide on where to apply for a job. (Glassdoor)   

48. 86% of women and 67% of men in the United States wouldn’t join a company with a bad reputation. (Glassdoor)   

49. A strong employer brand can reduce the cost per hire by as much as 50%, and a negative reputation can cost a company as much as 10% more per hire. (Glassdoor)   

50. 50% of candidates say they wouldn’t work for a company with a bad reputation, even for a pay increase. (Glassdoor)   

Strategically cultivating and maintaining a strong reputation, both internally and externally, has to be a top priority for all business leaders today.”—Leslie Gaines-Ross chief reputation strategist-in-residence at Weber Shandwick