One percent of businesses collected 43% of all reviews

The listings of 42,534 beauty and health businesses hold 10.5 million reviews. They are distributed extremely unevenly: one hundredth of the places holds almost half, and one business in nine has no reviews at all

How are reviews distributed among businesses?

Unevenly, to the point of a skew. Here is what the skew looks like in shares

The bottom half of the directory shares 2% of reviews between them. The median is 25 reviews per business: half of the places have fewer

Businesses with no reviews at all number 4,759, which is 11%

Why does this matter more than the rating?

Because the rating is almost the same for everyone: 58% of businesses sit at 5.0, another 26% around 4.5. Eight places out of ten land in the top two values, and you cannot tell them apart by rating — a separate analysis of ratings

With the number of reviews it is different: the spread is huge, and it shows how many people came to the place at all and returned to write. A place with 300 reviews and 4.6 has been checked by hundreds of people. A place with two reviews and 5.0 has been checked by no one

Why reviews fell so unevenly, our data does not explain. It involves the age of the business, the flow of customers, and whether clients are asked to leave a review

How many places answer all the questions at once?

25,370, which is 60%. We counted how many businesses have all at once a rating, ten or more reviews, opening hours, and a list of services

At the bottom of the table are categories where appointments are held in an office inside someone else's center. At the top are those with their own sign and their own listing

How do I choose a business in five minutes?

1. First filter by the number of reviews. The threshold of 25 reviews splits the directory in half
2. Then look at how recent they are. Two hundred reviews from three years ago and twenty from the last month are different things
3. Check the opening hours and the list of services. If they are missing, you will have to call anyway, and that is already a signal
4. For psychologists, treatment rooms, and eastern medicine, a third of listings are complete. You will have to call more often there, and that is a feature of the category, not of a specific place

What should an owner do?

The number of reviews is the only one of the four fields that cannot be filled in in five minutes. It builds up only with time and requests to clients. The other three can be closed today: opening hours, list of services, and line of business

Twenty-five reviews put you in the top half of the directory. That is not hundreds: it is about one review a week over half a year

Where the numbers come from

The open 2GIS directory, August 2026. Active businesses in the categories of our directory, with other industries filtered out. Reviews and ratings are those shown in the listing. A listing counted as complete if it had a rating, ten or more reviews, a schedule, and a list of services. Shares by category are shown where there are at least three hundred businesses