Consumer Attitudes Toward Local Search, April 2014 [TABLE]

A study from ConstantContact last year found that 1 in 2 small businesses failed to ever update their online listings, and that an equal share have seen inaccurate listings for their businesses online. Now, new research from Placeable reveals the extent of the damage inaccurate listings can have on a brand: some 73% of consumers surveyed said they lose trust in a brand when the online listing shows incorrect information.

The importance of online search to local businesses is also brought to light when considering that 56% of respondents use search engines to locate nearby retailers and 51% to locate nearby restaurants. Some 71% share research and confirm location information before leaving (as opposed to getting the details on their smartphone while on the way, or driving to the area and hoping for the best), and about 2 in 3 claimed that they would lose trust in a brand if they got lost walking or driving to a location because of an incorrect address listing. Read the rest at MarketingCharts.