Our #1 goal is to help you make better decisions with data and so we’re excited to share the results we collected using our powerful online market research tool, SurveyMonkey Audience. In collaboration with Blueshift Research, we recently conducted consumer research and asked 1,080 people to evaluate some of the biggest names in local online advertising. The players? Crowd-sourced business review sites, Angie’s List, Yelp and “deal of the day” websites, Groupon and LivingSocial.
In these quarterly reports–we intend to share these with you every quarter–we want to find out how people are evaluating the services that these local online advertising vendors are offering. To do this, we’re providing an overall benchmark that takes into account the following four core category benchmarks:
- Net Promoter Score ®: How likely are consumers to recommend a local advertising vendor?
- Value Creation: How likely are they to return to merchants they’re connected to via local advertising vendors?
- Innovation: How innovative are local advertising vendors?
- Sustainability: How likely are consumers to continue using local advertising vendors in the future?
It’s also important that we include a measurement of how authentic consumer reviews are on review sites so in addition to the four core category benchmarks we have an authenticity benchmark. The chart below breaks down the survey results by these four benchmarks.
Here’s what we learned.
- Yelp (47) has the best word of mouth among its users, followed by Groupon (46). Angie’s List (32) ranks the lowest.
- Businesses using Yelp have the highest likelihood of seeing repeat customers (52). Groupon ranks second (48) and again, Angie’s List (44) comes in last.
- The most innovative of the group? Congrats, Groupon (50). Yelp takes second place (44) and rounding out the bottom is LivingSocial (39).
- When looking at the Sustainability benchmark, Yelp is most likely to retain its users one year from now (42), followed by Groupon (38). Again, Angie’s List (18) is decidedly last, showing little staying power relative to its competitors.
In terms of authenticity, or how much do consumers trust the authenticity of the reviews found on Angie’s List & Yelp, we learned that they trust both sites equally (42). Our overall benchmark (average of the four core category benchmarks) conclusion? Groupon and Yelp are considered the best overall daily deals sites while Angie’s List ranks the lowest.
Although online advertising looks like it’s here to stay, it remains to be seen whether the biggest players in the local online advertising field will still be around in the years to come. We’ll just have to wait and see!
If you’d like to conduct similar studies, or would like to subscribe to future quarterly updates of this Local Advertising Consumer Benchmark study, please contact Blueshift Research. If you want benchmark data to give your own surveys more context, check out SurveyMonkey Benchmarks.
Questions? Share them with us in the Comments section below!