Survey: 72% of Shoppers Use Online Reviews to Judge Local Businesses

Online channels are influencing offline purchases in a big way, according to data from a newly released consumer survey from Netsertive. The digital marketing technology company found that 72% percent of consumers use online reviews to evaluate local businesses and eight-in-10 always research big items online before making their purchases in-store.

For brick-and-mortar retailers still debating the merits of online marketing, Netsertive’s survey results demonstrate the importance of having a presence across as many channels as possible. For example, 68% of the 500 U.S. consumers surveyed said they use Google to evaluate local businesses, and 40% said they use Facebook for local store research, regardless of whether the business sells online or even has a social media presence.

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