Why do consumers trust online reviews more than personal recommendations? According to a recent survey by Bright Local, 39% of consumers aged 55 and older trust reviews as much as they trust personal recommendations. However, this number is much higher among consumers aged 35 to 54. In addition, consumers agree that reviews must be relevant and recent to be trusted, and 68% say they would not trust a high review rating if there are only a handful of reviews. Authenticity Among the growing concerns about the credibility of online information is the authenticity of online reviews. To address this…