2025 Local search consumer behavior study

Search discovery, online reputation, customer experience, and AI insights

Local search isn’t just a discovery tool. It’s the front door to your business.

In Rio SEO’s fifth annual Local search consumer behavior study, we surveyed 1,000+ U.S. consumers to uncover how local search behaviors are evolving and what that means for multi-location brands competing for visibility and conversions.

This year, we go beyond the basics to reveal how AI-powered search, online reputation, and customer experience (CX) are transforming the local customer journey.

Key insights inside:

84% of consumers search for local businesses online daily
60% click on AI-generated overviews in Google Search
75% read at least 4 reviews before making a decision
53% say inaccurate listings will drive them away
59% expect a response from businesses within 24 hours

Get the full report to learn:

How consumers find, choose, and trust local businesses in 2025
What AI-driven search features mean for your visibility
Why online reviews—and how you respond—impact conversions
Where consumers search most (Google still leads, but Apple Maps is gaining ground)
What multi-location brands must do now to stay competitive

Stay ahead of local trends

Whether you’re in retail, hospitality, healthcare, or services, this report delivers data-backed strategies to optimize your local presence and elevate your customer experience.

Download your free copy now and discover what it takes to win local customers in the age of AI.

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