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The findings of this year’s Local Consumer Review Survey (2012) show a positive shift in consumer trust and appreciation of online reviews.
Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.
This online survey was conducted between 15th January – 1st March 2012. A set of 18 questions were put to a survey panel of 4,500 local consumers located in US, Canada and UK. We received 2,862 respondents.
This is the 2nd wave of the Local Consumer Review Survey. The 1st wave of this survey was conducted in late 2010/early 2011. We compared results between the 2 waves (2010-2012) to determine any change in consumer attitudes and behavior.*
The following results and charts are taken from Part 1 of the survey; Parts 2 & 3 will be released subsequently (expected: April-May 2012).
Q1: How many times have you used the Internet to find a local business in the last 12 months?
There has been a significant jump in the number of consumers using the Internet to find local businesses, and the regularity of their ‘searches’ has also increased.
SOURCE *2010 survey had 2,012 participants from US & UK
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