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Study Shows 97% of People Buy from Local Businesses They Discover on Yelp

When people discover a business on Yelp, they’re ready to buy, according to a recent survey. In fact, the study from SurveyMonkey found that 97% of people spend money with a business they find on Yelp. People on Yelp make these purchases in a timely manner, too: 51% of users transact with the business they find within a day, and 90% transact within a week, which is faster than ever, compared to the results of a Nielsen study in 2016.

The 2019 survey of adults in the U.S. found that 93% of people on Yelp compare businesses before making a decision. When searching for a local business, people on Yelp reported finding value in information beyond reviews and ratings:

  • 75% valued seeing that a business has a business or trade license
  • 71% valued the ability to request a price estimate online
  • 69% valued seeing pictures and costs of completed projects
  • 58% valued knowing about unique characteristics, such as being open late or being family-owned

The survey also found that 92% of people on Yelp are looking for a local business they can return to, and 80% reported sharing the businesses they find on Yelp with friends.

This study also revealed that this same group  ranks Yelp as the most influential and most trustworthy over other online platforms used to find a business, including Google, Facebook, TripAdvisor, and HomeAdvisor.

What does this mean for local businesses? 

With so many people turning to Yelp right as they are prepared to spend money with a local business, it’s worth investing in your Yelp business page to help you stand out among other options. Be sure to highlight the most compelling information—everything that makes your business uniquely you–in order to increase the number of people choosing your business.

Start by claiming your free business owners account at biz.yelp.com to confirm your business details and interact with the free tools available such as uploading photos, enabling messaging or quote requests, responding to reviews, and adding a personal description of your business. 

Since we know people on Yelp are looking for additional information outside of reviews, you can display your business or trade license with Verified License, showcase completed projects with Portfolios, and feature the characteristics that separate you from the competition with Business Highlights. All of these features are available as page upgrades in your account. 

Staying active with your business owners account is essential, especially since Yelpers are making buying decisions faster than ever. In order to remain attentive to your business and Yelp, we recommend downloading the Yelp for Business Owners app and enabling notifications.

Methodology: 

Based on a survey conducted by SurveyMonkey for Yelp in June 2019. Total sample 6,338 adults ages 18 and older living in the United States, including 5,028 who had gone online to search for a local business. “People on Yelp” sample: reported use of Yelp at least once in the previous three months. Data weighted demographically to be representative of U.S. online population.