90% of consumers make purchases


Throughout the pandemic, a majority of consumers participating in local online searches made a purchase within a week of their initial search. This idea is just one of many findings from a study recently released by Rio SEO, the leading local provider of marketing platforms for corporate brands, agencies and retailers.

Marketing Technology News: Rio SEO publishes original research revealing the impact of COVID-19 on the local search landscape for …

Local search trends are useful predictors of consumer behavior, decision making, and buying / booking habits both online and offline. The new research reveals how research is done, the impacts of reviews and ratings on the decision-making process, and which platforms consumers use most frequently during their shopping journey.

Rio SEO’s 2021 Local Search Consumer Behavior Study found that most consumers (90%) make a purchase within a week of their initial search, and a significant percentage (83%) use Google search to find out more about nearby businesses. About the same percentage of respondents (84%) said they expected information on a brand’s website and Google My Business listing to be accurate and up-to-date. And nearly three-quarters of those surveyed agree that the reviews displayed on the brand’s website influence their buying decision.

Other highlights and takeaways from Rio SEO’s “Local Search Consumer Behavior Survey 2021” include:

  • 61% of local consumers search locally every day.
  • 53% of local consumers most often search for information on retail stores.
  • 75% of local consumers agree that first party reviews posted on a brand’s website are likely to influence their buying decision.
  • 51% of consumers said they trust a local business more when they see it actively responding to reviews.

“People make local buying decisions quickly and base their decisions largely on the accuracy of a brand’s online presence,” said Mick Wilson, vice president of customer success, Rio SEO. “Therefore, brands need to better adapt to constantly evolving behavioral changes and optimize their marketing strategies accordingly to facilitate business relationships with them. “

Businesses, consumers, and marketers can use Rio SEO’s latest study to understand how local pages and listings perform in active markets, what interactions take place between proprietary and third-party review sites, and how. COVID-19 purchasing behaviors will continue into the future. Its findings are compiled from the results of a survey of a random sample of over 1,000 consumers from various age groups, genders, regions and devices. Questions focused on local consumer search behavior, including the impact of reviews / business online reputation and transformational changes from COVID-19 such as curbside pickup and virtual services.

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