Nielsen Survey Says...Consumers Rank Yelp Most Influential, Most Trustworthy, and with Highest Quality Reviews
Last year, we shared the findings of a Nielsen survey that showed consumers agree with something we’ve known all along: Yelp drives local purchases. The results of that survey were pretty impactful:
Virtually all Yelp users (98%) have made a purchase at a business they found on Yelp, with nearly 90% of them doing so within a week
4 out of 5 Yelp users visit Yelp because they intend to buy a product or service
Yelp users search on Yelp for everything from restaurants to spas to hotels to locksmiths and everything in between
This year, Nielsen conducted a new survey, polling more than 1,000 US adults who use user reviews sites, and dug further to find the answer to a question business owners have been asking us for years: How does Yelp compare to other online review sites?
The answer: When compared to TripAdvisor, Angie’s List, and other local directories, people name Yelp as the review site most frequently used when searching for local businesses because they see it as the most influential, most trustworthy and with the highest quality reviews. People chose Yelp:
4.5 times more often than Angie’s List and nearly 3 times more often than TripAdvisor as being the most influential review site when making final purchase decisions
Nearly 3 times more often than Angie’s List and nearly 1.5 times more often than TripAdvisor when ranking sites with the most trustworthy reviews
2.5 times more often than Angie’s List when choosing which sites have the best quality reviews
When searching for restaurants specifically, Yelp is named as the most frequently used review site, cited by consumers nearly 3 times as often as OpenTable and almost 4 times as often as Zagat.
In addition, 84% of consumers that responded to the survey named user reviews as the most important content on review sites, followed by average star rating at 77%, as well as map/location, business contact information, and business hours. As Yelp has been shown to have industry leading data quality in these areas, it’s understandable that the choice to use our site is an easy one for consumers. And the best part is, business owners can update that information in their Yelp Business Owner Account for free in just a few minutes.
So you don’t have to take our word for it. Consumers agree Yelp is the go-to source for the best info on local businesses.