( Via MediaPost)
More than half (51%) of Yelp users make local purchase decisions after visiting the online ratings and review site, according to a new Nielsen study. More than nine in 10 said that using Yelp at least occasionally results in making a purchase from a local business.
People accessing the site on mobile devices were even more likely to either to a business’ physical location or make a purchase. Nielsen indicated that input from consumers on Yelp has been a key to driving business for local businesses.
“These user reviews have helped drive foot traffic into everything from dentists to day spas, and the study found that over 96% of Yelp users across devices like computers, tablets and smartphones visit the site specifically for the ratings and reviews,” stated a Nielsen blog post today.
A separate study by the measurement firm found online reviews are among the most trusted sources of information, with 70% of consumers finding them somewhat or completely trustworthy.
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