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Study indicates 97% adults purchase from the local businesses they find on Yelp

Study indicates 97% adults purchase from the local businesses they find on Yelp
by
November 4, 2019
in OFF-PAGE SEO
426

A recent study commissioned by Yelp and conducted by SurveyMonkey found that nearly all online adult users are willing to purchase products or services from local businesses discovered on Yelp. Specifically, the study found that around 97% of adult users conduct some sort of transaction with the businesses they find on Yelp.

This survey, which consisted of over 6,000 adults, builds on a previous study conducted by Nielsen in 2012 and 2016. The 2016 study showed that 92% of online adults conducted a transaction after visiting Yelp “at least sometimes, frequently or almost always”. Additionally, 42% of respondents claimed that they made a purchase within 24 hours and 79% made a purchase within a week.

  • 92% of online adults conducted a transaction after visiting Yelp “at least sometimes, frequently or almost always”.
  • 42% of respondents claimed that they made a purchase within 24 hrs and 79% made a purchase within a week.

The 2019 Survey Shows High Purchase Intent

local business discover on Yelp

The 2019 survey showed a growth in Yelp's influence, with more than half of users (51%) claiming to transact within 24 hours of visiting a site and close to 90% admitting to doing so within a week. The survey also revealed that 93% of Yelp users compare businesses before making any buying decisions. Yelp claims that both the 2016 and 2019 studies show that Yelp is the “most influential and trustworthy” site when it comes to finding local businesses compared to “Google, Facebook, TripAdvisor and HomeAdvisor”.

Users Look For More Than Reviews While Comparing Businesses

When comparing and evaluating local businesses on Yelp, respondents appreciate factors beyond just reviews. For example, 75% of respondents cared about seeing a business or trade license that a business has, 71% cared about the ability to request price estimates online, 69% cared about seeing the pictures and costs of previously completed projects, and 58% cared about knowing the unique characteristics of a business like being open late or being family-owned.

Final Takeaway

While the survey responses may not reflect actual user behavior, according to an individual study conducted by FreshChalk, Yelp appears in the top five results of 92% of local business searches on Google, making Yelp a critical directory for ranking. The company is also set to roll out new products and features this year to differentiate from Google and to diversify revenues.

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