Typically, positive online reviews motivate US internet users to visit the business’ website, rather than the business itself—which was the No. 2 response. That means websites are a key part of local business’ marketing efforts.
That, in turn, means mobile websites are key. According to BrightLocal, 38% of US internet users read online reviews of local businesses on the mobile internet via a browser, and 24% do so using mobile apps. There is likely significant overlap between the two groups, but at a conservative estimate, around two in five internet users are reading mobile reviews of local businesses—and a significant share of that group is likely heading to those firms’ mobile websites if they see something positive on a review site. Read the rest at eMarketer.