Consumers Now Check 6 Review Platforms on Average — Google's Share Falls to 71%
What happened
BrightLocal's 2026 Local Consumer Review Survey reveals that the average consumer now checks six different review platforms before choosing a business — up significantly from previous years.
Google remains the most-used platform, but its share has dropped from 83% in 2025 to 71% in 2026. The gap is being filled by a spread of other platforms: Facebook, Trustpilot, Apple Maps, Tripadvisor, and others all saw increased usage over the past 12 months.
Apple Maps nearly doubled its review usage, jumping from 14% in 2025 to 27% in 2026. Meanwhile, AI tools like ChatGPT surged from 6% to 45% usage for local business recommendations, making generative AI the third most popular source behind Google and Facebook.
The research also confirms that 41% of consumers now "always" read reviews before choosing a business — up from 29% last year, the highest rate BrightLocal has ever recorded.
What this means for tradespeople
For UK tradespeople, Google Reviews remain the single most important platform. Seven out of ten consumers still check Google first. But the days of Google being the only game in town are fading.
If a homeowner checks your Google profile, then looks at your Facebook page and finds no reviews there either, that's not a good look. The same applies to Trustpilot, Apple Maps, and anywhere else your business name appears. Consistency across platforms signals reliability.
The practical takeaway: Google is still your number one priority. But if you're already collecting Google reviews consistently, make sure your business is claimed on Facebook and Apple Business Connect too. The more places a homeowner sees your reviews, the more confident they feel picking up the phone.
What to do about it
Start with Google — that's where 71% of consumers still look first. Once you're consistently collecting reviews there, claim your Apple Business Connect listing and make sure your Facebook page is active. You don't need to be everywhere at once, but being visible on two or three platforms is now the baseline.
Source: BrightLocal — Local Consumer Review Survey 2026