Half of shoppers are quick to break up with a retailer when dealing with incorrect online information, such as wrong store hours, inaccurate contact details and other inaccuracies.
That's a top finding from SOCi's 2024 Consumer Behavior Index examining shopper practices and preferences when interacting with online channels of local businesses. The data comes from a poll of 1,000 U.S. consumers, according to a press release.
The data revealed 80% of consumers search online for local businesses. Yet, nearly two-in-three (63%) have encountered inaccuracies in business listings on major platforms such as Google, Facebook, and Instagram. These errors substantially affect brand loyalty, prompting half (47%) of all respondents to "break-up" with a business that shares inaccurate online information, opting instead for a competitor.
"As in any good relationship, consumers expect honesty and reliability when they seek out businesses online," Damian Rollison, director of market insights at SOCi, said in the release. "Missteps in accuracy can quickly turn love to loss, with potential for long-term fallout. Just as no one wants to be catfished by a fake dating profile, consumers don't want to be misled by inaccurate business information. Ensuring your online profile is as trustworthy as it is discoverable is crucial."
The data also revealed 84% of consumers find new products, services, and businesses online through social feeds, search results, or recommendations. The most common searches are for restaurants (56%), followed by retail stores and grocery stores (42% each), medical facilities (28%), gas stations and hotels (21% each), and movie theaters and banks (20% each). A wide array of categories each got significant attention from consumers, likely differing due to frequency of need.