Top Review Sites Brand Awareness: Unaided vs Aided

memereviewsiteawarenessunaidedA new study, conducted by ReviewInc in November 2016, tested unaided brand awareness of websites associated with business reviews.  In the past studies, ReviewInc has conducted research on top review site brands using the latter method. There was a significant difference between the aided and unaided studies.

The value of a brand is predicated mostly on awareness. That is, how many people think of your brand name or look for it. For example, when you think of an automobile maker, you’d probably come up with something like Toyota, Ford or Honda.  However, measuring awareness of brands can be tricky. Some brands have a reputation or a strong association with a particular thought. And to measure that association, you can start with the “thought” and see what brand is recognized, or you can start with prompting the brand and see what “thought” is recognized.

The study of 2,001 U.S. Consumers asked the following open-ended question:  On which website do you check reviews and ratings about a business (such as restaurant, plumber, doctor, lawyer, mechanic etc.)?

The responses were analyzed and identified both Google and Yelp as top review sites when unaided.

unaidedbrandname-overallresults

In contrast, a study conducted earlier in 2016 tested the association of trust with various review sites. Several sites scored much lower results in the unaided awareness. Most notably, the Better Business Bureau, Yahoo, TripAdvisor, Facebook and YellowPages received much lower unaided brand recognition associated with review sites.  One surprise was Angie’s List whose unaided awareness outperformed all sites except Google and Yelp.

unaidedbrandname-vsaided

Google and Yelp showed a significant difference in unaided awareness between genders.  Females identified Yelp 26% more than males whereas males identified Google 20% more than females.  (There was no significant difference in gender preference for other review sites).

unaidedbrandname-bygender

The age group differences where mostly insignificant, however Angie’s List appears to be resonating more with ages 55 and over.  This likely explains the higher overall brand awareness of Angie’s List.

unaidedbrandname-byage

Google and Yelp provide reviews for multiple categories of businesses, but sites like Angie’s List are very specific to home services and contractors.  Sites specific to automotive services would likely score higher if the question posed was more specific to automotive dealerships are car buying.  Further studies are merited and ReviewInc will continue its commitment to educate business owners on the power and importance of reviews.

It is recommended that businesses build their online reputations on multiple review sites.  A broad review site coverage strategy will help enhance search results.  It will also help provide a more balanced reputation especially if you have many reviews of multiple review sites.

For more information on how ReviewInc can help you measure and increase your online reviews, please call ReviewInc at 877-973-8439, leave us your contact information or email ReviewInc at info@reviewinc.com to schedule a free, no-obligation consultation.

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How Seriously Should You Take the Threat of a Bad Review?

47985516 - fearful of boss employee is behind a chairIn today’s reputation based economy, bad reviews can wreak havoc on most any business. Consumers have wised up to this and use it as leverage to get their way with businesses and services by just threatening to write a bad review. But how often do consumers do this and do they follow through with it?

In October 2016, ReviewInc conducted a consumer survey of 2,000 U.S. Consumers asking if they have ever threatened to write a bad review (such as on Yelp, Google, Facebook, etc.) for a business when they have been unhappy with their service.

The survey found that while nearly two thirds of consumers have never threatened a business with a bad review, that more than one third of consumers have threatened a business with a bad review when they were unhappy.

threatening-a-bad-review

When examining the data by gender, males were about 10% more likely to threaten a negative review than females.

threatening-a-bad-review-by-gender

Age group also matters. The older the customer, the less likely they are to threaten a bad review.

threatening-a-bad-review-by-age-group

Even income levels mattered showing that the higher customers’ income level, the more likely they are to write a review.

threatening-a-bad-review-by-income-level

So a millennial male making more than $75,000/year is the most likely to threaten to write a bad review, where as a women over 55 years old making less than $75,000/year is the least likely to threaten writing of a bad review.

Whether they actually follow through with their threats is hard to gauge, but we did conduct another survey asking how many bad reviews consumers actually wrote. The good news is that 57.6% never actually wrote a review and only 5.5% regularly write bad reviews.

writingabadreviewSo what should a business do?

First and foremost, make sure you deliver a great product and great service. Those two ingredients make the best case for obtaining good reviews and minimize the likelihood that anyone will write a bad review. In most cases, businesses are likely to receive more positive reviews than negative reviews. If that is not the case, the business might want to take a long hard look in the mirror.

12408576 - narcissistic woman looking in mirror while applying beauty cream

Businesses should also encourage their customers to give them honest feedback (either privately or on a popular review site). Furthermore, businesses should act on the feedback by improving where they under-perform and reinforcing where they over-perform.

This advice might seem obvious to some, but our experience is that most businesses shy away from asking for feedback simply out fear of criticism or even the unknown. But hey, we are in a reputation-based economy, so it’s time to “get with the program”.

 

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Is Pokémon Go Hurting Your Social Media Marketing?

monster-eating-social-mediaThe Pokémon Go craze has taken over and after a month since its introduction, we wondered just how much of an effect it has on your business’s social media and reputation marketing. So we surveyed over 3,300 U.S. Consumers and came up with some insights that might surprise you.

Our survey presented respondents with choices of 6 representative and popular social media sites/apps. We then asked the respondents to answer a simple question “Which of These Did You Use Today?”  Not surprisingly, Facebook topped the list (see our previous posts and research study on Facebook Usage).

Which Did You Use Today

But we were astounded that Pokémon Go usage nearly matched Instagram and Snapchat. Additionally, it exceeded the usage of Twitter. But then we started to look at the age demographics of the responses which told us a very different story.

Which Did You Use Today - Facebook by Age

While the responses that included Facebook as a choice showed a broad usage of Facebook across all ages, there was a noticeable difference among the Millennials (ages 18 to 34). Digging further, we could see a very high usage of Pokémon among the Millennials that was not observed in Gen X-ers (ages 35-54) and Baby Boomers (ages 55+). Actually, we were honestly surprised with any Baby Boomers playing Pokémon… seriously?

Which Did You Use Today - Pokémon by Age

While it has been well established by now that Millennials prefer to use Instagram and Snapchat, we compared their usage of these apps with Pokémon Go.

Which Did You Use Today - Apps by Age

At this point, it was less surprising to see that Pokémon Go usage correlated highly with apps popular among Millennials.

We compared all these results to Yelp, a very popular review site with broad appeal to all age groups. It was interesting to see that Yelp’s sweet spot appeared to center among Gen X-ers, and even after adjusting for the margin of error, there was no particular correlation with Pokémon Go.

Which Did You Use Today - Yelp by AgeThis is welcome news for any business focused on Social Media and Reputation Marketing. In fact, Yelp recently blogged on how to Catch More Guests for Your Restaurant with Pokémon Go!  If you’re business is big on Yelp and Millennials you might want to pay attention to this great article.

What does this all mean to you if you are a business owner?  First, don’t fret too much about Pokémon Go’s impact on your business. It likely has very little impact. Second, if your business attracts many millennials, you might consider some kind of promotion associated with Pokémon. Finally, stay focused on providing the best service to all your customers because that is the ultimate way to get great reviews.

How ReviewInc Can Help

Pardon the gratuitous plug, but ReviewInc can help you engage your customers with social media. Most businesses find it difficult to engage every customer in a consistent process and follow up with social interactions. Utilizing the services of a feedback and review system, such as ReviewInc, is the best way to automate, measure and amplify customer feedback.

Interested in a free consultation on how to improve your online reviews and overall reputation management? Call ReviewInc at 877-973-8439, leave ReviewInc your contact information or email ReviewInc at info@reviewinc.com to schedule a free, no-obligation consultation.

 

 

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Why Customer Feedback on this Review Site is So Critical

Facebook-DAU---Facebook-Slides

It’s no secret that Facebook’s user base is growing with over 1.5 Billion Monthly users. It’s also no secret that Facebook’s Daily Active Users (DAUs), representing 66% of their monthly active users has been growing steadily.  But there is a much bigger story here that Facebook isn’t telling you.

Obviously, the more active your users are, the more opportunity you have to sell advertising. And that’s how Facebook makes money.  But comparing daily to monthly usage hides the reality of Facebook’s success.  In June of 2016, ReviewInc conducted a study of over 2,500 U.S. Consumers asking them about the amount of time they spend on Facebook each day.

Facebook Usage 2016

Nearly 46% of Facebook users spend more than 15 minutes a day on Facebook, but the real interesting data was comparing how that has changed from one year ago.  In February 2015, ReviewInc ran the same survey and now we can see what a difference a year makes.

Facebook Usage 2015 vs 2016

The amount of time spent on Facebook by users each day has increased significantly. Last year, 41% indicated they spent more than 15 minutes on Facebook each day and that time increased by more than 10% to this year’s level of usage.

 

Facebook Usage Change 2015 vs 2016The number of non-Facebook users also decreased meaning that more people are signing up to Facebook and using it more frequently.

Facebook Best Practices for Businesses

What does this all mean to you if you are a business owner?  First, you really should have a Business Facebook page for your business.  Second, make sure you have customer testimonials and/or Facebook reviews on your Business Facebook page.  Also, use your Facebook page to promote reviews on other sites such as Yelp and Google.

How ReviewInc Can Help

Pardon the gratuitous plug, but ReviewInc can help automate these best practices and much more. Most businesses find it difficult to engage every customer in a consistent process and follow up with social interactions. Utilizing the services of a feedback and review system, such as ReviewInc, is the best way to automate, measure and amplify customer feedback.

Interested in a free consultation on how to improve your online reviews and overall reputation management? Call ReviewInc at 877-973-8439, leave ReviewInc your contact information or email ReviewInc at info@reviewinc.com to schedule a free, no-obligation consultation.

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The New King of Review Sites?

King-Of-Review-Sites

A new review site is quickly emerging and giving business owners another avenue for online exposure. Google and Yelp have lead the field of online business review sites, but a new study by ReviewInc reveals consumers’ usage of top review sites and neither Google and Yelp made the top spot.

In June of 2016, nearly 2,300 U.S. consumers were asked “Where have you read or browsed business reviews?”  The same study was conducted by ReviewInc in 2015 whose results were compared with the 2016 study.

Facebook has emerged as the top review site!  Say what?  Yes, quietly Facebook has risen in the ranks to be recognized by consumers as a place to obtain business reviews. In the study, consumers were allowed to select multiple review sites. Facebook was selected most often at rate of 34.6%. Yelp was a very close (perhaps even statistically tied) at 32.9% followed closely by Google. Yahoo and Yellow Pages (YP.com) maintained their positions but Yellow Pages declined a little in usage. (This year’s survey added the Better Business Bureau (BBB) while CitySearch dropped off the survey).

Review Site Usage 2015-2016

The rate of change between 2015 and 2016 was most noticeable. Facebook gained 25.8% in usage and Yelp gained a whopping 38.2%!  Google’s usage dropped off by 16.3%.

Review Site Usage Change 2015-2016

So what’s at the root of Facebook’s rise?  Well, it’s not only an increase in Facebook’s average daily usage. At each quarter, Facebook reports both Average Monthly Users  (MAUs) and Average Daily Users (DAUs). Facebook also reports the ratio of DAUs and MAUs as an indicator of usage. After all, there is a big difference between someone who browses Facebook once per month vs. once per day. The ratio has risen steadily from 63% two years ago, to 66% last quarter. But, Facebook knows far more about usage than it lets on.

Facebook-DAU---Facebook-Slides

 

Watch for our next post that analyzes Facebook’s daily usage.

And now for our gratuitous but necessary plug:

Most businesses find it difficult to engage every customer in a consistent process. Utilizing a feedback and review management system, such as ReviewInc, is the best way to automate and measure feedback.

Interested in a free consultation on how to improve your online reviews and overall reputation management? Call ReviewInc at 877-973-8439, leave ReviewInc your contact information or email ReviewInc at info@reviewinc.com to schedule a free, no-obligation consultation.

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