Virtually all (more than 96%) of Yelp users across devices (including computers, smartphones and tablets) visit the site specifically for its ratings and reviews, reveals Nielsen in new data. What they find tends to have a powerful influence on them: about half of Yelp users make their purchase decisions after visiting the site, with that figure slightly higher among those who visit from a mobile device. In another nod to how Yelp users leverage the site as a stop along their purchase journey, the data shows that almost all either follow their visit with a call or visit to – or purchase from – a local business.
Looking at the breakdown for those actions, Nielsen indicates that:
Overall, then, more than 9 in 10 Yelp users claim to at least occasionally visit a local business or purchase from one after stopping by the site, presumably to check out ratings and reviews and either make or confirm their final decision.
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