Younger Consumers Trust Yelp Reviews

In Blueshift'såÊTrends Tracker report, Google is respondents‰Ûª most trusted site for reviews on merchants, followed by Yelp. However, Facebook‰Ûªs new search tool, the Places Directory, is expected to dip into use of Yelp. And Amazon will enter the game, when it launches Amazon Services, which connects shoppers and service professionals.

According to Blueshift's results, 31.7% trust Google the most for consumer reviews on merchants, a 4 percentage-​point decline quarter to quarter. 7.6% trust reviews on Facebook, more than those on LivingSocial and Groupon. Yelp is trusted primarily by respondents 18 to 29 years old, who also favor Google and Facebook. Angie‰Ûªs List and Facebook are trusted by those 61 and older.

In September 2014, 25.1% of respondents trusted Yelp reviews. But, in December 2014, that dropped to 21.6%. 36.3% of Yelp-​review trusters are aged 18–29, and 31.8% are between the ages of 30 and 44.

AudienceSCAN data finds that 6.6% of U.S. adults participate on Yelp. Another 15.2% used the Yelp website or mobile app to search foråÊinformation about a local business in the past 6 months. 58% are women. 21.4% of this audience enjoys writing/​blogging, and are 121% more likely to compared to the average consumer.

It should come as no surprise that 46% of Yelpers celebrated Mother's Day at a restaurant, and 37.6% celebrated Valentine's Day at a restaurant or hotel. They respond well to sponsored search results, with 49% taking action in the past month. Outdoor could be another medium to reach this audience: 60% took action after seeing a billboard in the past 12 months.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.