Very important!! In fact, increasingly important!! In a recent study of over 1000 businesses, 97% of customers use the Internet to find local businesses and 60% of them trust online reviews as much as a friend's recommendation. And now over 70% of consumers who do a search for " _____ near me", choose one of those businesses from that search.
While reviews are not the only thing consumers look at, they are increasingly more important. Customers will quite easily choose a business that has good reviews, and are equally as likely to avoid a business that has either bad reviews or few reviews.