40 percent of personal travelers and 46 percent of business travelers use social networking to share travel experiences. 83 percent of consumers say it’s important to read user-generated content before making a decision about banking or other financial services. 7 out of 10 customers trust online reviews as much as they trust personal recommendations. 79 percent of consumers trust online reviews as much as personal recommendations. 21 percent said they do not trust online reviews as much as personal recommendations. 50 percent of U.S. consumers are more likely to use a local business after reading positive online reviews. 75 percent of reviews posted on review websites are positive. 71 percent of consumers agree that reviews make them more comfortable that they are purchasing the right product/service. 95 percent of unhappy customers WILL return if an issue is resolved quickly and efficiently.