Restaurant  reviews  Ra-ngs  &  Reviews  in  the  Netherlands  Update  Q1,  2011  

Analyzed  websites  

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Reviewing  on    the  internet    

•  restaurant  reviewing  on  the  internet  has  a  10  year  history  in  the  Netherlands  

•  it  started  out  with  restaurant  ver5cals  (most  popular:  Iens)  

•  later  directories  added  reviewing  func5onali5es:  Yellow  pages  and    Ilocal  (now:  TomTomplaces)  

•  recent  developments:    –  Iens  is  followed  gained  on  by  Eet.nu  –  GooglePlaces  heavy  focus  on  collec5ng  and  publishing  reviews  –  entrance  interna5onal  review  sites  in  Netherlands:  Yelp  en  Tupalo    

•  future  developments:  FacebookPlaces  (great  impact  expected)  

Developments  

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•  consumer’s  choice  heavily  depends    on  others’  opinions:  

•  8  out  of  10  review  users  reports  that  the  review  has  a  significant  influence  on  their  restaurant  choice*  

•  respondents  are  willing  to  pay  up  to  50%  more    for  an  Excellent  (5  star)  ra5ng  than  for  a  Good  (4  star  ra5ng)*  

(*Comscore,  2007,  more  recent  research  not  available)  

Effect  of  reviews  on  consumer  decisions    

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Analyzed  websites  

Restaurant  ver5cals  

•  Iens.nl    •  Dinnersite  •  Diningcity    •  Eet.nu  •  Restaurant.nl  

Directories  

•  GoudenGids.nl  (Yellow  Pages)  

•  TomTomPlaces  

Review  sites  

•  Yelp  •  Tupalo  

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Research  

•  overall  same  features  available  

•  differences  in  elabora5on  •  all  kinds  of  social  features  are  added:  send  to  friends,  integra5on  with  social  media,  etc.  

•  how  the  ra5ng  is  calculated  is  oXen  unclear  •  some  of  the  features  simply  don’t  func5on!  

Analysis  of  features  concerning  reviewing  

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In  addi5on  to  the  analysis,  research  was  performed  among  review  websites  

Aim  of  the  research  

to  record  the  current  situa5on  concerning  restaurant  reviews  and  ra5ngs  in  the  Netherlands:  –  number  of  listed  restaurants  –  number  of  reviews  and  ra5ngs    –  height  of  the  ra5ngs    

Research  

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The  research  included  the  following  websites:  

•  Iens    •  Dinnersite    •  Eet.nu  •  Restaurant.nl  •  Google  Places  •  TomTomPlaces  

•  GoudenGids.nl  •  Yelp/  Tupalo/  DiningCity  not  included  because  of  the  low  

number  of  lis5ngs    

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Researched  websites  

•  Google  uses  both  reviews  of  their  own  users  and  those  of  others  in  their  search  results.  We  split  them  up  where  necessary.    

•  Iens  offers  ‘forms’  (elaborate  reviews)  and  ‘Opinions’  (short  reviews).  We  split  these  up  too  where  necessary.    

•  on  behalf  of  comparibility  5  point  scales  have  been  converted  to  10  point  scales  

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Concerning  the  Research    

Lab  results  

Database  completeness  

79%   81%  

61%  

74%  

95%  

Iens     Eet.nu   Dinnersite     Restaurant.nl   Google  plaatspagina's  

•  GooglePlaces  most  complete  database,  Dinnersite  least  

n=215  restaurants  

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Most  complete  sites  (in  terms  of  lis5ngs)  

Number  of  reviewed  restaurants    

42%  

65%  72%  

21%  13%  

80%  

39%  

Iens  proefformulieren  

Iens  meningen   Eet.nu   Dinnersite     Restaurant.nl   Google  recensies  algemeen  

Google  eigen  recensies  

n=215  restaurants  

•  8  out  of  10  researched  restaurants  are  reviewed  in  Google  (Google  uses  reviews  of  others’  in  their  search  results  too)  

•  Eet.nu  seems  to  have  the  highest  rate  of  reviewed  restaurants  (reviewed  by  its  own  users)   12  

Most  complete  sites  (in  terms  of  reviewed  restaurants)  

Average  number  of  reviews  

n=215  restaurants  

•  Iens  publishes  (with  opinions)  most  reviews  (almost  12  per  researched  restaurant).  These  are  even  more  than  Google  and  almost  twice  as  much  as  Eet.nu  

6.1  

11.9  

5.8  

0.7   0.3  

10.6  

0.7  

Iens  forms   Iens  opinions   Eet.nu   Dinnersite     Restaurant.nl   Google  reviews  general  

Google's  own  reviews  

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Most  complete  sites  (in  terms  of  reviews  per  restaurant)  

Average  ra-ng  

n=  438  ra5ngs  

•  Most  average  ra5ngs  between  7.0  en  8.0    

•  The  exact  average  of  ra5ngs  was  a  7.55    

The  overall  average  ra5ng  was  a  7.6    

7.5  

7.8  

7.4  

8.0  

7.4   7.4  

Iens   Eet.nu   Restaurant.nl   GoudenGids   TomTomPlaces   Google  

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Spread  

14.0%   0.5%  

6.5%  

48.8%  

30.2%   No  ra5ng  

Between  2.0  and  4.0  

Between  4.0  and  6.0  

Between  6.0  and  8.0  

Between  8.0  en  10.0  

•  In  general  ra5ngs  are  posi5ve    •  Low  number  of  very  low  ra5ngs  (<6.0)  ra5ngs  and  remarkable  number  of  very  posi5ve  ra5ngs  (8.0  tot  10.0)  

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n=  467  restauarnra5ngs  

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Nega-ve  reviews  and  ra-ngs?    

Possibly  caused  by:    

•  Higher  rate  of  restaurants  own  (posi5ve)  reviews  in  first  reviews  •  Unclear  calcula5on  restaurant  ra5ngs  •  Ra5ng  tresholds  (ra5ngs  published  aXer  a  minimum  level)  

7.9  

7.5  

7.4  

1  t/m  5  recensies   6  t/m  10  recensies     11  t/m  20  recensies  

It  looks  as  if  there  is  a  nega5ve  rela5onship  between  the  number  of  reviews  and    ra5ng      

Based  on  the  Eet.nu,  Google  and  Iens  results,  n=  415  ra5ngs  

Conclusions  

•  most  restaurants  can  be  found  in  GooglePlaces  

•  most  reviews  per  restaurant  in  Iens  

•  most  reviewed  restaurants  in  Eet.nu  

•  Dinnersite  en  Restaurant.nl  very  low  number  of  restaurants  en  reviews  

•  average  restaurant  ra5ng  in  the  Netherlands:  7.55  •  ligle  differences  in  average    ra5ngs  between  websites  (all  between  7.0  en  8.0)  

Conclusions  ra-ngs  &  reviews    

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•  more  reviewing  websites  in  the  Netherlands  

•  Iens  s5ll  leads  market  (awareness  and  number  of  reviews  )      

•  Eet.nu  is  gaining  on  Iens  •  websites  offering  reviews  have  conflic5ng  interests  :  commercial  interests  vs  being  independent    

•  integra5on  with  social  media  en  consolida5on  of  data  expected  in  future  

Conclusions  market  developments  

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Table  of  contents  ‘Ra-ngs  and  reviews’  

If  you’d  like  to  know  more  about  it,  please  contact  us:  info@mediaintelligencelab.nl  

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The  report  (in  Dutch)  contains  an  analysis  on  restaurant  reviewing  websites  in  the  Netherlands.  We  would  be  happy  to  offer  you  a  transla5on  of  the  research  document  (or  parts  of  it)      

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