There were some questions added and a few dropped from last year’s report, with thirteen questions making up this evolving perspective on the continued impact of user reviews in the local space.
The respondents were in North America, and consisted of a 5,000-person panel with 2,104 entries from the US (90%) and Canada (10%).
Consumption of user reviews
The biggest surprise in this particular study is that consumers are actually using the Internet less to search for local businesses than they were last year. This is only a slight downwards trend – and those using the Internet almost every day actually increased. Perhaps this is a slight shift away from over-reliance on the Internet or maybe it’s much easier to find businesses via other means.
