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Thursday, April 17, 2014
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The Reviews Are In: Yelp Users are Four-Star Consumers

28/06/2013 10:31 (292 Day 23:10 minutes ago)

The FINANCIAL -- A whopping 85 percent of consumers find local business information online, where reviews, store hours, deals and maps are just a click away, according to a study conducted by Nielsen.

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It’s only natural that consumers spending time online, no matter on what the device, would look up business info. After all, people spend more than four hours a week using the Internet on a computer. Smartphone and iPad users also spend more than four hours per month on the mobile Web, 13 and 24 percent of their monthly mobile usage, respectively, according to Nielsen.


Who tend to be younger, female, affluent and educated grown accustomed to searching online for local business, but they readily offer their own opinions about the service providers listed on the site as well. These user reviews have helped drive foot traffic into everything from dentists to day spas, and the study found that over 96 percent of Yelp users across devices like computers, tablets and smartphones visit the site specifically for the ratings and reviews. In a separate study, Nielsen found that online reviews are among the most trusted sources for information for consumers, with 70 percent of them finding online opinions somewhat or completely trustworthy.

For starters, more than half (51%) of Yelp users make their purchase decisions after visiting the site. The figure for mobile Yelpers, however is a little higher. While Yelp visitations don’t always result in action, users report that 93 percent of the time, Yelp usage results in occasionally, frequently or always making a purchase from a local business, according to Nielsen.


Underscoring the ability of online reviews—especially for those on the mobile Web—to drive local consumption, the study also found that mobile Yelpers’ visitations to the site are more likely to result in either in-store appearances or purchases. Additionally, their purchases tend to happen sooner than the non-mobile Yelp visitors.

 

 

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