Consumers trust local businesses more than online-only brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 29, 2021, 9:22 AM UTC

Uberall’s survey of 3,857 adults across the UK, US, Germany, and France, revealed consumers feel emotionally connected to businesses in their area.

As consumers adopt hybrid shopping methods, 96% of consumers’ buying journey or research begins online, irrespective of the eventual purchase method. Consumers (67%), trust local businesses more than online-only brands, with 68% saying that at least half of their search activity has local intent.

Gen Z (57%) and millennials (64%) also trust local businesses more. 87% believe it is important to trust the business they are shopping from. Customers (79%) have high expectations of location-based businesses. In addition, 54% of customers would pay more for great customer experience (CX).

However, only 15% of consumer interactions exceeded expectations, while 71% met expectations. Friendly and helpful services (52%), reasonable prices (46%), and prompt responses to questions (40%) could enhance CX.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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