A Soci survey indicates that 83% of consumers discover local businesses through search engines, 73% via social media, and 19% using AI. Reviews significantly impact consumer choice, with 91% utilizing them for evaluation, and 65% favoring businesses that respond to them. Gen Z prioritizes convenience, quality, and peer feedback over brand reputation. Businesses should provide transparent and relevant content tailored to consumer preferences and enhance their search experience. Despite the rise of AI, consumers continue to seek authentic sources of information, showing hesitance towards generic recommendations.
'Brands must focus on what's directly in front of them, which is their consumers, and learn about their search behaviors and preferences.'
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