How often do young people use online reviews

Every year, BrightLocal produces its flagship report on online reviews, the Local Consumer Review Survey, and in last year’s results we noticed some alarming trends that we felt worth further analysis and discussion.

Of particular note are the stories the data tells us about the feelings and behaviors of those in the 18-34 age group (who, for the sake of simplicity, I’ll be referring to as ‘young people’ from here on in – especially as it makes a 37-year-old like me feel a little more youthful).

Not only did young people’s responses to the survey often differ wildly from the average responses of other age groups, but at times they contradicted their own responses to earlier questions.

Let’s take a deeper dive into the findings of the survey to see what insights we can glean, and what you can use to inspire your marketing strategies for young people.

How Often Do Young People Search for Local Businesses Online?

With web use steadily growing from year to year, and the prevalence of smartphones significantly contributing to it, one would expect that the frequency of searches for IRL businesses would trend higher as we become more reliant on it as a discovery tool in all parts of life.

Not so with young people! In 2019, the percentage of young people who said they never used the internet to find local businesses rose to an astonishing 15% (from just 3% the previous year).

As you can see above, decreases were seen across mid-range frequencies…

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