A study on consumer expectations surveyed 500 consumers in the United States.
Most consumers turn to a brand’s website directly because they believe the information on the site to be complete and accurate, according to a joint study conducted by Yext and Forbes. But 50% of consumers also use third-party websites to find information about brands.
The study also found that only half of those surveyed believed that the information in search results was accurate. Consumers, however, blame brands for inaccurate information even if it appears outside official sources.
28% of consumers do not buy into a brand after they have seen erroneous information. Marc Ferrentino, Chief Strategy Officer of Yext, said, “there is a significant opportunity for businesses to differentiate themselves from their competition through verification on and off of their own websites.”
[2 minute read]