Part two of our reader survey results takes a look at where and to whom
consumers turn to when they need recommendations about great local
A whopping 94% of respondents turn to Yelp first to make a purchasing
decision. Contrast that to the 43% who indicated they’d consult a
friend and the mere 2% who would turn to the Yellow pages.
But why turn just to Yelp? It seems the community aspect of Yelp, where
people share information about themselves and get to evaluate their
fellow reviewers, plays an important part. Indeed, 80% noted they
prefer Yelp because it emphasizes reviews from trusted members of the
What was especially interesting to us was that 96% of respondents
agreed that Yelp provides them with a snapshot of consumer opinions for
a range of businesses and services they normally wouldn’t have access
to. That includes where to take your Friday night date, yes, but also
where to go for a breast exam or the most reliable mechanic to check
This is all good news to us since this is problem we set out to solve when we created the site in the first place.
On Friday: How Do You Find a Business?