Sometime last year, a Nielsen study commissioned by Yelp revealed that 82 percent of users visited the popular online review site when preparing to spend money on a product or service. The study also asserted that Yelp is the first site people with spending power go to, well before they visit other review sites, local directories, and ratings aggregators.
Recently, Yelp once again commissioned Nielsen to conduct and publish another study: this time, it is about how Yelp compares to other review sites, at least as far as how it’s perceived by today consumers. The survey took into account the responses of over 1,000 US adults who check online reviews. Here are some of Nielsen’s findings:
- Yelp emerges as the most influential, most trustworthy, and highest-quality review site, ranking above sites like TripAdvisor, Angie’s List, Citysearch, OpenTable, YP.com, and Zagat.
- Consumers that are about to finalize their purchase decisions choose Yelp 4.5 times more often than they do Angie’s List, and close to 3 times more often than they do TripAdvisor.
- According to the study, 84 percent say that user reviews are the most important content on review sites, followed by average star rating at 77 percent. Other important info include map/location, business contact information, and business hours.
Yelp performs specifically well as a resource for people looking for restaurant reviews, who say they choose Yelp nearly 3 times more often than they do OpenTable and close to 4 times more often than Zagat (which is owned by Google).
Check out the infographic below for more highlights from Nielsen’s study:
You’ll probably notice that Facebook and Google weren’t included in the list of review sites that Nielsen took into consideration. Greg Sterling wrote about this point in Search Engine Land, to which Yelp responded with: “Our findings specifically around review sites came after we included Google and Facebook in a question on what sites people use to find local businesses, but those sites aren’t solely focused on local business discovery. We dug deeper into those sites that are.”
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(Infographic: Yelp Blog)