Although many merchants believe negative sentiment is the leading motivator of online reviews, research says that since 2010, the average review has become 12% more positive. In fact, according to LSA data, consumers are most often motivated to leave reviews because of positive experiences.

The data are featured in the report, “The Great Conversational Divide” (sponsored by SOCi). It presents findings from two parallel consumer and small business surveys. Among a range of other things, it reveals the top motivations for consumers to write reviews, including 47% having a good experience, 22% having a bad experience, 18% being asked by the business and 12% wanting to make recommendations for improvement.

For those who fear the impact of the inevitable negative review, bear in mind that the report also showed that 89% of consumers are willing to change a negative review, if the business addressed their concerns.

Responding to reviews, both positive and negative, in a timely fashion is a critical part of any online review strategy. This is especially true now that reviews are considered a local ranking factor.

This data comes from an LSA and SOCi report, “The Great Conversational Divide.” To access the graphic above, click here.