Marketing platform SOCi released its Consumer Behavior Index (CBI), which surveyed 1,002 consumers across the U.S. about their practices and preferences when interacting with local businesses online and offline.
What Are Consumers Searching For?
The study’s key finding reveals that 80% of U.S. consumers search for local businesses online at least once a week, with 32% doing so daily or multiple times daily.
Credit: SOCi
Restaurants, grocery stores, and retail stores top the list of businesses consumers search for most frequently.
However, the research indicates shoppers look online for various local businesses, including doctors, hotels, and gas stations.
The study finds that nearly 99% of consumers report online local search tools as either “moderately satisfactory” or “highly satisfactory.”
Despite this high satisfaction rate, the impact of inaccurate information is significant.
When faced with a closed business despite its online profile stating it’s open, 47% of consumers say they would look for a similar business nearby.
What Engines and Platforms Are Being Used for Searches?
Google Search and Google Maps have emerged as the most frequently used tools for local business searches.
Credit: SOCi
Facebook follows in third place, with Instagram, TikTok, and Snapchat occupying the next three positions.
The research reveals a generational shift in local search preferences, particularly among younger consumers.
For the 18-24 age group, Instagram is the top local search tool used by 67% of respondents. It is followed by TikTok at 62%, and Google Search comes in third at 61%.
This contrasts sharply with older age groups, where Google Search remains the dominant choice, and the usage of social apps has declined dramatically for consumers older than 44.
The study also highlights the importance of online reviews in consumer decision-making. About 87% of consumers report reading online reviews regularly before purchasing.
Moreover, 77% indicate that a business must have at least three if not four, stars out of five to be considered.
Do Respond Messages Matter?
Timely responses to reviews are crucial, with 41% of consumers saying they are more likely to choose a business that responds to its online reviews.
Credit: SOCi
However, only 30% of consumers reported that businesses responded to their most recent review within 1 to 2 days.
Social media plays a significant role in consumer-business relationships. The study finds that 82% of consumers sometimes post comments and questions on businesses’ online profiles.
Yet, only 31% say the business responded quickly to their last comment or question, and only 57% received any response.
AI in Local Marketing
The research also touches on consumer attitudes towards artificial intelligence in local marketing.
A plurality of 41% of respondents are comfortable with businesses using AI to assist in providing fast and accurate information to customer inquiries, as long as it improves their experience. This acceptance peaks at 54% in the 35-44 age group.
Transparency in AI usage is crucial, with 76% of consumers believing that businesses should disclose the use of AI in customer service, advertising, and marketing.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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Marketing platform SOCi released its Consumer Behavior Index (CBI), which surveyed 1,002 consumers across the U.S. about their practices and preferences when interacting with local businesses online and offline.
What Are Consumers Searching For?
The study’s key finding reveals that 80% of U.S. consumers search for local businesses online at least once a week, with 32% doing so daily or multiple times daily.
Credit: SOCi
Restaurants, grocery stores, and retail stores top the list of businesses consumers search for most frequently.
However, the research indicates shoppers look online for various local businesses, including doctors, hotels, and gas stations.
The study finds that nearly 99% of consumers report online local search tools as either “moderately satisfactory” or “highly satisfactory.”
Despite this high satisfaction rate, the impact of inaccurate information is significant.
When faced with a closed business despite its online profile stating it’s open, 47% of consumers say they would look for a similar business nearby.
What Engines and Platforms Are Being Used for Searches?
Google Search and Google Maps have emerged as the most frequently used tools for local business searches.
Credit: SOCi
Facebook follows in third place, with Instagram, TikTok, and Snapchat occupying the next three positions.
The research reveals a generational shift in local search preferences, particularly among younger consumers.
For the 18-24 age group, Instagram is the top local search tool used by 67% of respondents. It is followed by TikTok at 62%, and Google Search comes in third at 61%.
This contrasts sharply with older age groups, where Google Search remains the dominant choice, and the usage of social apps has declined dramatically for consumers older than 44.
The study also highlights the importance of online reviews in consumer decision-making. About 87% of consumers report reading online reviews regularly before purchasing.
Moreover, 77% indicate that a business must have at least three if not four, stars out of five to be considered.
Do Respond Messages Matter?
Timely responses to reviews are crucial, with 41% of consumers saying they are more likely to choose a business that responds to its online reviews.
Credit: SOCi
However, only 30% of consumers reported that businesses responded to their most recent review within 1 to 2 days.
Social media plays a significant role in consumer-business relationships. The study finds that 82% of consumers sometimes post comments and questions on businesses’ online profiles.
Yet, only 31% say the business responded quickly to their last comment or question, and only 57% received any response.
AI in Local Marketing
The research also touches on consumer attitudes towards artificial intelligence in local marketing.
A plurality of 41% of respondents are comfortable with businesses using AI to assist in providing fast and accurate information to customer inquiries, as long as it improves their experience. This acceptance peaks at 54% in the 35-44 age group.
Transparency in AI usage is crucial, with 76% of consumers believing that businesses should disclose the use of AI in customer service, advertising, and marketing.
The full report is available here.