Every year, the Local Consumer Review Survey from BrightLocal brings us insights into consumer behavior, and the 2019 results are particularly eye-opening. Notably, we saw some alarming trends among the 18-34 age group, which I’ll refer to as "young people" (it makes me feel a bit younger, too).
One striking statistic: in 2019, 15% of young consumers reported they never used the internet to find local businesses. This is a massive jump from just 3% the previous year. With web usage skyrocketing, it’s surprising to see a trend that suggests an increasing disconnection from online searches for real-life businesses.
This raises some critical questions. Are young people shifting to social media for recommendations instead of relying on traditional reviews? Is their understanding of "local businesses" changing, focusing more on shopping and entertainment rather than services like plumbing or legal advice? Or perhaps they’re just more inclined to purchase online, bypassing local businesses altogether.
While the online world presents endless choices, it seems young people are increasingly disengaging from the very reviews that guide their purchasing decisions. As they say, "If you don’t look, you won’t find"—and in this case, that’s proving to be true.
Do Young People Read and Trust Online Reviews?
Let’s dig deeper into young people's attitudes toward online reviews. While 52% claimed to read them regularly, there’s a disheartening trend: more young people are becoming disillusioned. In fact, a notable jump has been seen in the number of young people who outright distrust online reviews, from 39% to 41%, alongside a staggering increase of 13% saying they “don’t trust online reviews at all.”
This creates a paradox: if they’re reading these reviews but don’t trust them, what does that mean for local businesses? It’s likely that this generation is becoming more discerning and skeptical, shaped by their experiences with social media and online interactions. As one observer noted, “The digital age has given rise to a more informed consumer, but also a more skeptical one.”
Engagement with Online Reviews
Interestingly, while some young consumers are turning away from reading reviews, those who do engage are diving deeper than ever. The data indicates that young people read 30% more reviews than the average consumer before deciding to trust a local business. They’re also spending 35% more time poring over these reviews.
This tells us something vital: the digital natives are here to stay, and they are discerning. Their built-in radar for authenticity is sharper than ever. As one marketing expert succinctly put it, “Trust is earned, and for this generation, it’s a journey, not a destination.”
What Can Local Businesses Do?
If your local business targets young consumers, it’s crucial to adapt to these changing dynamics. Here are some strategies to consider:
Leverage Top Lists: Aim to be featured in top local lists, as these can dominate organic search results. Young people trust curated lists that highlight the best dining, entertainment, and shopping options.
Get Social: Boost your social media presence—especially on Instagram. This platform is a goldmine for reaching younger audiences, particularly if your product or service can shine visually.
Engage In-Store: Encourage young customers to share their experiences. Create photo opportunities in-store that are “Instagrammable,” or run competitions that prompt customers to share their visits online.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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