This year, we found that local consumers conduct online searches more frequently. Eighty-three percent said they conduct searches every day. This is up from 76% in our 2021 survey.
Local searchers are most often looking for a business address or directions to that location (65%), local reviews (56%), current hours of operation (54%), and the website address (54%).
Consumers have little patience for incomplete results and are unlikely to continue searching elsewhere to fill in the gaps. Forty-five percent of local consumers said they are unlikely to visit a business with missing or incorrect information in its local business listing. Surprisingly, more consumers trust the business information they see on Google than the company website. Two times as many respondents indicated they expect Google to have the most accurate brand information, compared to 21% of those who said the brand website.
Whether reaching out to the brand through a local business listing or its website, 57% of consumers expect a timely response, within a day or two of reaching out.
Our findings also reveal that after two years of grappling with the repercussions of COVID-19, consumers are ready to revisit stores and locations in person. Over two-fifths of consumers (42%) prefer a mixture of shopping in-person and online, while just 18% opted for online only.
To dive deeper into the insights we discovered, download the full study and save your seat for the companion webinar where our team will break down the study’s top findings and insights for multi-location brands.