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Consumers Only Believe Half of Search Results About Brands

New research on consumer finds that only half of us are believing what we find in search results to be accurate.

The study also finds that consumers are more likely to hold brands responsible for the inaccurate information, even when it appears the brand is not responsible for the inaccuracies.

The research is part of a joint study published by Yext and Forbes who surveyed over 500 U.S. consumers in the United States. Here are some of their key findings:

  • 57% of those surveyed bypass search and visit sites directly believing that is where more accurate information lies.
  • 50% use third-party sites and apps to acquire brand information.
  • 48% get trusted information from a brand website.
  • 47% say they trust third-party sites over a brand’s website.
  • 20% of current/new customers trust social media sites for brand information.
  • 28% of consumers likely won’t buy a product after receiving inaccurate information.
  • Other reasons why consumers won’t buy a brand include:
    • Poor customer service (41%)
    • Too many requests for consumer information (31%)
    • The brand’s websites wasn’t useful (30%)

For additional information, you can download the full report here.

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About the Author: Aisha K. Staggers is a writer, lecturer, political analyst and literary agent. She appears almost weekly for “Staggers State of Things” on the Dr. Vibe Show. Her work has been published by Paper Magazine, AfroPunk, The Spool, GREY Journal, MTV News, HuffPost, Blavity, Atlanta Blackstar, For Harriet, New York Review of Books and a host of other first-run publications and syndicated outlets. Find her on Twitter @AishaStaggers. For more of her work, check out her page here!

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