The Local Search Report™ is an overarching syndicated research program that monitors the path-to-purchase process for consumers. It consists of two main waves of research, conducted annually, and a series of individual waves that focus on specific topics. Together, these studies monitor the technology, media usage, and experiences consumers have or are influenced by during the shopping process. The results provide a comprehensive view of how consumers are searching for local products and services.

This study is focused on the use of online ratings & reviews. Over the years, online reviews have become a critical component in the shopper’s path-to-purchase. Today, nine out of ten online adults in the U.S. have used online reviews to help make a purchase decision. While utilizing online reviews for information is ubiquitous, the value individuals place on the content or lack of content does vary across
demographics.

The goals of this study were to:

• Identify who uses online reviews during the path-to-purchase.
• Understand why they use them and what information is important.
• Identify the top factors that influence a purchase decision.
• Identify how Brands & retailers can leverage online reviews to drive sales.

This study was conducted on 35,197 online adults. It offers data that Brands, retailers, and marketers can use to understand the value consumers place on online ratings and reviews.