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C h e c k o u t A B M P 's l a t e s t n e w s a n d b l o g p o s t s . Av a i l a b l e a t w w w. a b m p . c o m . 85 BrightLocal.com's Local Consumer Review Survey is an annual exploration into how consumers read and use online reviews. The Local Consumer Review Survey in 2012 found that 76 percent of consumers regularly or occasionally use online reviews to determine which local businesses they will use, and the 2015 survey revealed: • 92 percent of consumers now read online reviews, versus 88 percent in 2014. • 40 percent of consumers form an opinion after reading just 1–3 reviews, as opposed to 29 percent in 2014. • A business's star rating is the number-one factor used by consumers in judging a business. • Only 13 percent of consumers would consider patronizing a business that has a one- or two-star rating. 1 MUCH ADO ABOUT REVIEWS You may find yourself wondering, "Do online reviews really matter to my business?" In today's marketplace, the reality is: yes, they absolutely do. Review sites are quickly proliferating and increasingly influencing consumers' everyday buying decisions. Ignoring the importance of online reviews and the sites that disseminate them can prove to be a fatal mistake for small business owners and solo practitioners. How to Manage Your Online Presence BY SUSAN EPPERLY