56% of US consumers expect local business websites to have the most accurate information

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2019, 6:47 AM UTC

BrightLocal surveyed an independent panel of 500 US-based consumers.

As per the findings, 56% of consumers in the US place greater trust on local business websites. Only 32% of respondents think that Google My Business (GMB) listings are most accurate. About 12% consumers trust directories to have updated information.

22% of consumers look at the website of a local business every time before deciding on it and 76% do so at least half of the time. However, a consumer is less likely to use the business if its website carries typos in content, outdated contact details, missing or obsolete pricing information, among others issues.  

For consumers that refer to GMB listings do so to find out opening hours and directions, read reviews, visit the business’ website, view photos, book hotel rooms, view “popular times” of the business, and more.

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