Consumer Search Behavior

google.png
Impact of Search Listings
for Local Businesses
Project Description:
Google and Ipsos MediaCT partnered to better understand the value to both consumers and small businesses of business listing attributes as they appear in search engine results. Potential listing attributes include business photos, phone number, hours of operation, website and user reviews. This report explores the path to purchase, shopper attitudes and behavior, as well as impact of complete business listings within Google Search. 1,000 respondents were recruited and completed a 20 minute online survey, which fielded between July 8, 2014 and July 22, 2014.
Task: How Search Listings
Impact Small Businesses
Purpose of Research:
01
Understand value of business listings on search results
02
Determine the value of business listings with photos
03
Discover the value of a virtual tour on a search listing

Research Design

1,000 respondents were recruited and completed a 20 minute online survey, whichfielded between July 8, 2014 and July 22, 2014.

Respondents met the following criteria for inclusion in this research:
  • Ages 18-64
  • Have used search to research any purchases in past 6 months
  • Made a purchased within a least one category within past 6 months
  • Sole or shared decision-maker for the category
The 5 categories covered by this program are:
  • Bakery
  • Mechanic
  • Salon / Barber shop
  • Flower/Plant shop
  • Hardware store
Respondents were assigned one of the 5 categories based on natural fallout with a minimum of 100 per category. Respondents were also exposed, based on random assignment, to one of two Search Engine Results Pages in a “laboratory environment” containing a business listing for the assigned category.

Respondents in the control cell saw a listing with minimal information, while respondents in the test cell saw a verified listing for the same business. After exposure to the listing, respondents were asked about their perceptions of the business and expectations for the different types of information provided in the listing.

Consumer Behavior

Online Searches
Consumers rely on search engines for information
Engagement
Consumers are likely to show interest and have a positive view of a business based on their search listing
Searched online for local business
Consumers are more likely to notice businesses with photos
2X as likely to shop at a business with a virtual tour

Summary of Our Analysis

Research conducted by Ipsos MediaCT and Google in 2014 was used to learn more about consumer behavior, and how searches impact purchasing decisions. Please visit here for more details of the study. Based on our analysis of this data, we are confident in what we tell clients about the importance of using search effectively on modern devices.

Consumer behavior changed dramatically over the past few decades. Prior to smartphones and tablets, back in the old days of the early 2000's, consumers used computers to search information. Now, more than ever, consumers use mobile devices, including tablets and cell phones, to find information about businesses, navigate, and even shop online.

Ensuring you are working with a company that is on the forefront of web technology is the most effective way to not only survive, but thrive, in the modern economy. Please fill out our marketing analysis form to discover how Make it Active can help your business succeed.

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    What: Make it Active, LLC, is hosting an Open for Business workshop in our Downtown Dover location to help businesses in the community build a local search presence.

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