New Research Sheds Light on Key Factors Influencing Business
Consideration & Consumer Buying Decisions
LOS ANGELES–(BUSINESS WIRE)–New research from YP℠,
the leading local marketing solutions provider and publisher of yp.com
and The Real YellowPages®, conducted by Thrive
Analytics and the Local
Search Association reveals The Why Before the Buy℠ –
the factors that influence a consumer’s shopping patterns and their
decision to make a purchase or not to make a purchase.
“Consumers today zigzag between devices, platforms and locations to
discover products and services, and we wanted to find out why,” said
Allison Checchi, Chief Marketing Officer at YP. “Our goal was to get a
deeper understanding of what influences consumers to make a decision to
go with one business over another. We’re excited to share this
information to help business owners better connect with consumers.”
Consumers Value Basic Information and Contextual Content
According to The Why Before the Buy research, consumers value two
kinds of information when looking for businesses: primary information,
such as price, availability of products and services, location and
customer service, and secondary information, such as offers,
testimonials, ratings, recommendations, and photos or videos.
While nearly 52 percent of consumers make their decision based on
primary information, 48 percent made their buying decisions based on
secondary information, and consumers who said their decision was based
mostly on secondary information spend an average of two times as much as
those using only primary information.
Consumers Won’t Consider a Business with Wrong, Inaccurate or
Just as there are key factors consumers consider before making a
purchase, there are factors that influence a consumer’s decision to not
consider a business. While high prices are the number one reason to not
consider a business at 62 percent, other reasons not to buy include
negative ratings and reviews (55 percent), inconsistent information from
one place to the next (37 percent), inaccurate information on a
business’s website (37 percent), wrong contact information listed online
(32 percent), no testimonials, ratings or reviews (27 percent) and no
photos or videos of the business (17 percent).
Consumers Turn to Mobile Devices to See Nearby Locations
The majority of consumers (64 percent) are device hopping, with
smartphones playing a role at some point in the search process. Aside
from convenience and speed, some of the top reasons for using a mobile
device are the ability to use the functions integrated into the phone to
be able to see a nearby location and the ‘click-to-call’ feature.
“A strong digital presence is critical to connecting local businesses
with consumers wherever they are, on whatever device they’re using,”
said Checchi. “This research shows that consumers won’t even consider a
business that has an inaccurate or incomplete online presence and that
businesses are missing out on opportunities if they don’t have basic
information and contextual content.”
For more information on “The Why Before the Buy,” visit whybeforethebuy.
Also, follow the conversation #whythebuy.
About “The Why Before the Buy” Survey
Thrive Analytics surveyed 5,418 U.S. adults online from July 29th
to August 10th about their past 90-day local shopping
activities. The study focused on the sources of information adults used
while shopping for local products or services, their reasons for using
those sources, and post shopping related activities. The study targeted
shopping behaviors and activities for eight business categories and 90+
YP is the leading local marketing solutions provider in the U.S.
dedicated to helping local businesses and communities grow. YP’s
flagship consumer brands include the popular YP℠ app, yp.com
and The Real Yellow Pages, which are used by nearly 60 million visitors
each month in the U.S. (Internal Data, April 2016). YP solutions include
online presence, local search, display advertising, direct marketing and
print directory advertising. YP solutions and services are backed by
thousands of marketing consultants and customer service professionals in
local markets across the U.S. with relationships spanning nearly half a
million advertisers. For more information on YP, visit us at http://corporate.yp.com.
Follow us on Facebook: https://www.facebook.com/ypforbusiness
and on Twitter: @ypforbusiness.
Barrie Rosen, 646-679-3669