Resource Center / Online Reputation Management / 50 online reputation stats you need to know for 2021

50 online reputation stats you need to know for 2021

 | Updated
by Jennifer Bridges  @JenBridgesRD

digital overlay of face

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. This year, with the COVID-19 pandemic forcing more people to work and learn at home, the online audience is larger than ever before. In fact, internet usage is up 70% compared to pre-COVID levels. 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 take into account 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. 66% of Millennials are worried that information about them may negatively affect impact their online reputation. (Domain.Me

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.

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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. 42% of single people judge a potential date by his or her social media posts. (Singles in America)

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)

20. A company’s reputation is responsible for at least half of a company’s market value. (Zignal Labs)

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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. 81% of consumers will pay more for and wait longer to receive a product with online reviews. (TurnTo)

28. 70% of potential customers will not convert if you have four negative reviews. (Small Business Trends)

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. 59% of potential customers will turn away if a business has three negative reviews. (Small Business Trends)

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)

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

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

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. When consumers compare two items with similar ratings, they are more likely to purchase the product with the most reviews. (Association for Psychological Science)

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)


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.

45. 26% of employers have experienced bad publicity that has negatively affected their hiring process. (CareerBuilder)

46. 64% of people have stopped purchasing from a company after learning that it treats its employees poorly. (CareerArc)

47. 95% of job seekers decide whether to apply to a company based on its reputation as an employer. (Glassdoor)

48. 71% of American workers won’t apply to a company with negative press. (CareerBuilder)

49. Workers require a pay increase of 46% to join a firm with a negative reputation. (HRO Today)

50. 31% of employers believe review sites present an unfair portrayal of their company culture and employment practices. (CareerArc)