NEW YORK — DAC Group and Kantar have released the results of their latest consumer search behavior survey. Results in the categories of general consumer search behavior, mobile, and social search show steady trending in digital adoption.

Some of the key findings include:

General Search

• 60 percent of Americans search for local business information at least once a week (30 percent at least a few times a week).

• 86 percent believe that reviews of local businesses are important in their decision making process.

Mobile Search

• 78 percent of mobile searches are done on smartphones.

• 92 percent of consumers searching on mobile devices prefer browser search compatibility over mobile app availability.

• 68 percent agree that seeing a business show up in multiple places increases its perceived credibility.

• 45 percent of mobile users reported finding inaccurate business information online (a year-over-year increase and an area for management attention).

Social Search

• 40 percent of social media searches (by brand) are driven by deals, promotions, and sales.

• 90 percent reported that rating and reviews were at least a somewhat important factor to them when making a purchasing decision.

• 44 percent reported they were likely to post about a purchase they’ve made to their social media network.

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Publication date: 3/10/2014

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