US Results: Local Consumer Review Survey

Background to Survey

The Local Consumer Review Survey examines the role that online consumer reviews play in the research and purchase of local business services.

The survey was conducted in September/October 2010 via an online poll of 2,012 local consumers across the US & UK. The following set of survey results and charts relate to the US sample of consumers polled in the survey.

To find out more about the background to this survey please visit the Local Consumer Review Survey Homepage which contains aggregated charts for UK & US consumers.

US vs. UK Survey Findings

The survey finds some interesting consumption & attitude differences between UK & US consumers.

• - US consumers use the internet more regularly to find local businesses than UK consumers
• - US consumers (71%) read online reviews more than UK consumers (61%)

but…

• - UK consumers (62%) will trust a business based on their positive reviews vs. US consumers (55%)
• - UK consumers (72%) trust online reviews as much as personal recommendations vs. US (67%)

Question 1

How many times have you used the internet to find a local business in the last 12 months?

Chart: Gender

Key Findings:

79% of US consumers have used the internet to find a local business in the last 12 months.

• - 29% of men use the internet at least once a month to find a local business vs. 24% of women
• - Having used the internet once to find a business, most consumers go on to use it more frequently

How many times have you used the internet to find a local business in the last 12 months?

Chart: Age

Key Findings:

Younger US consumers use the internet to find local businesses more frequently than older consumers

• - 42% of people aged 16-34 use the internet every month to find a local business vs. 19% of consumers aged 55+

Question 2

Do you read online customer reviews to determine whether a local business is a good business?

Chart: Gender

Key Findings:

71% of US consumers have consulted online customer reviews of local businesses.

• - Men (23%) consult online reviews more regularly than women (20%);

Do you read online customer reviews to determine whether a local business is a good business?

Chart: Age

Key Findings:

Consumers aged 35-54 consult online reviews more regularly than other age groups

• - 74% of people aged 35-54 have consulted online reviews vs. 65% of those ages 55+;

Question 3

How do online customer reviews affect your opinion of a local business?

Chart: Gender

Key Findings:

55% of US consumers trust a local business more after reading positive online reviews

• - Men (57%) are more trusting of a business having positive read online reviews vs. women (51%);

How do online customer reviews affect your opinion of a local business?

Chart: Age

Key Findings:

Younger consumers are more believing of online reviews than older consumers

• - 64% of people aged 16-34 trust a local business more after reading online reviews vs. 52% of people aged 35-54

Question 4

How do online customer reviews influence your decision to use/select a local business?

Chart: Gender

Key Findings:

50% of US consumers are more likely to use a local business having read positive online reviews.

• - 51% of women are more likely to use a local business based on their positive reviews vs. 49% of men

How do online customer reviews influence your decision to use/select a local business?

Chart: Age

Key Findings:

Younger consumers are more likely to use a local business based on their positive reviews

• - 50% of people aged 16-34 are more likely to use a local business based on their positive reviews vs. 44% of consumers aged 55+

Question 5

Do you trust online customer reviews as much as personal recommendations?

Chart: Gender

Key Findings:

67% of US consumers trust online reviews as much as personal recommendations.

• - 70% of women trust online reviews as much as personal recommendations vs. 66% of men

Do you trust online customer reviews as much as personal recommendations?

Chart: Age

Key Findings:

Younger consumers are more trusting of online reviews that older consumers

• - 77% of people aged 16-34 trust online customer reviews vs. 61% of consumers aged 55+