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97% of Consumers Search For Local Businesses

Key Findings

  • 97% of consumers used the internet to find a local business, up from 95% in 2016
  • 12% of consumers searched for a local business every day
  • 54% of consumers looked for a local business online at least once a month

Checking consumer reviews has become a key part of choosing a local business, with more consumers than ever turning to the internet for help with everyday decisions. Whether it’s choosing a new restaurant to visit as a tourist in a new town or finding a reliable plumber to fix a leak at short notice, reviews have become the way of life for nearly everyone.

Nearly every consumer (97%) used the internet to search for a local business in the last 12 months – a slight increase from 2016, when 5% had not. 12% searched each day, up from 11% last year. 54% are now looking at least once per month – up from 52% in 2016, and 43% the year before.

These incremental increases suggest consumers are seeking out local businesses more than ever. Nearly every consumer now conducts regular local searches, placing expectations on businesses to be visible online. Some businesses can struggle to differentiate from their competitors, so a positive online reputation is useful to help customers make a choice.

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