According to a 2011 National Online Consumer Behavior study by CityGrid Media and conducted by Harris Interactive, the Facebook “Like” button is the new consumer preference to show support online for local businesses. However, no single factor or source overwhelmingly influences the final choice, including highly-touted deals and discounts, according to the report.
With the popularity of the Facebook Like button, businesses don’t need to broadcast their popularity to the world. Apparently a consumer approval on social media trumps other messages when people want to show their support for local businesses. Leading ways that users show support are:
75% of people tell their friends
20% of people say they “Like” it on Facebook to show their support, compared with only 13% who write a review
Millennials and women are even more likely to hop on Facebook
40% of people under 35 “Like” a business; 49% in the 18-24 group, versus 18% who said they would write a review
25% of women hit the “Like” button, versus 11% who write reviews
While Facebook may be one of the first places people go to give feedback on a business, it’s not the only stop. Despite a sluggish economy and the current frenzied attention, discounts and offers are not a major factor in how consumers choose a merchant, the study finds:
52% of adults under 35 visit more than two websites before checking out a local business
63% of respondents under 35 head to Google
24% visit Facebook;
21% look at reviews sites and
17% clicked on the first link on the search results page
8% of people said a deal is the number one thing that influences them to try a local business
When doing their homework, those under 35 report that the business owner’s feedback may carry equal weight to input from friends or social networks. 47% of people under age 35 are more influenced by the owner of the establishment than a friend try the business.
While 73% of adults go to a local business or out to eat at least once a week, rising gas prices and distance are also impacting consumers’ decisions about which hot spots to hit:
67% of people overall said they agree that gas prices factor into their decision around which businesses to visit
87% of women ages 18-34 said gas prices and distance influence their decision, as compared with 67% of men in the same age range
Kara Nortman, SVP, Publishing at CityGrid Media, concludes that “… likes are trumping reviews when it comes to sharing feedback, but…Facebook is not the first or only place consumers turn when deciding to try someplace new… small businesses on the Web should… round out marketing efforts to reach consumers across a variety of touchpoints… there’s no one silver bullet to influence people…”