Kimola Newsletter | Analytics: Diners googling, reviews ruling.

Jun 26, 2023 - 5 min read
Kimola Newsletter | Analytics: Diners googling, reviews ruling.
Here are the recent research reports that are curated by Kimola, prepared for marketing and research professionals.

📍 Analyzing Google Maps reviews to understand the CX.

Did you know that thanks to Kimola, you can conduct research on store reviews on Google Maps?

As the Kimola team, one of the things we are most excited about right now is chain store research! We collect Google reviews from your stores in different regions, perform detailed analyses, and provide you with valuable insights. 

If you have a store with more than 300 reviews on Google, you can contact us!

Consumers discover restaurants on Google.

According to a research conducted by PYMNTS with 2,281 participants, positive online reviews influence the preferences of 46% of restaurant visitors, making them more inclined to dine at those restaurants, while negative reviews can lead to a decrease in restaurant visits by 29% of individuals. 39% of consumers state that they are likely to leave a positive review for a restaurant after a positive dining experience. Poor restaurant experiences direct 22% of consumers towards the likelihood of posting a negative review. Particularly, 57% of Millennials indicate that they consider reviews in their restaurant choices, and 74% mention a high likelihood of leaving positive or negative reviews to reflect their dining experiences. On the other hand, although review platforms like OpenTable and Yelp are designed for consumers to share their dining experiences online, most consumers primarily turn to Google for restaurant research. 56% of consumers state that they use Google to search for restaurant information in the last 30 days, and 51% consider Google the most helpful platform.

Revolution in audio media: Radio leads, and podcasts are on the rise!

Nielsen confirms that radio reaches more people than any other platform, regardless of whether it's traditional or digital. However, this is not the only interesting finding in Nielsen's Audio Today 2023 report. This research also breaks the misconception that only older people are interested in radio. In fact, 85% of young adults aged 18-34 prefer radio over television content. Another important finding is that among ad-supported audio channels, radio reaches almost twice as many listeners compared to music streaming services like Spotify, Pandora, and YouTube Music. Finally, podcast enthusiasts are listening to more podcasts compared to previous years. This increase is not solely due to the growth in the number of listeners. The number of super listeners, who dedicate 5-10+ hours per day to podcasts, has significantly increased. On the other hand, there is a decrease in the number of people who listen to podcasts for less than 1 hour daily. This indicates that podcast listening is not just a temporary habit but has become a ritual carried out intensively and consciously.

Kindness wins over consumers.

Baringa's global research reveals how consumers' perception of kindness and ethical values impacts their shopping preferences. The majority of young consumers in the US (54%) indicate that they pay attention to a brand's employees and their behaviour. Even during economic downturns, 88% of consumers aged 25-34 claim to be more inclined to shop from "kind" brands. 48% of consumers emphasize the importance of considering the consequences of actions and express their desire for "kind" brands to succeed over "rude" brands. Additionally, US consumers state that they are willing to pay more for a product or service from another brand rather than purchasing from a brand known for poor behaviour (52%). Customer deceit (54%), mistreatment of animals (54%), and unethical behaviour (52%) are among the other factors that can lead consumers to avoid making purchases. These findings demonstrate that consumers are placing increased importance on kindness and ethical values, and companies embracing these values can gain a competitive advantage.

380% increase in online shopping in the last 6 years!

A research conducted by Adtaxi with 1,088 participants in the US reveals that daily online shopping has increased by 380% in the last 6 years. In fact, this year alone, it is expected that 228 million consumers will engage in online shopping. When looking at the most popular purchased products, they include clothing (67%), beauty products (53%), health products (51%), and groceries (44%)—basic necessities. The research shows that advantages such as convenience, price comparison, reviewing consumer ratings, and finding coupons have made online shopping an inevitable choice. Another notable point is that the majority of consumers (78%) predominantly use their mobile phones for online shopping. However, interestingly, it is observed that online shoppers use an average of two different devices. Who knows, perhaps browsing on the phone while simultaneously shopping on a laptop or tablet feels more practical. On the other hand, regarding cart abandonment, 88% of consumers state that they can be enticed to return to their carts with incentives or reminders from the business. These incentives include price discounts and free shipping.

Consumers have a high interest in sustainable technologies for eco-friendly and safe air travel.

A global research conducted by Ansys with the participation of 6,029 individuals reveals the increasing importance of sustainability in air travel and consumers' evaluation of technological advancements that prioritize eco-friendly options and safety. According to the research findings, the majority of consumers (63%) express their willingness to pay extra for more sustainable air travel by voicing their concerns about CO2 emissions (65%). Nearly 70% of the participants state that their confidence in sustainable aviation fuels, electric aircraft, hybrid-electric aircraft, or hydrogen-powered aircraft would increase, but they also demand that these technologies be evaluated through widespread simulation and testing methods for aircraft safety. Additionally, the majority of participants (82%) believe that faster arrival times are an important advantage in next-generation aircraft. Regarding safety, while consumers are excited about autonomous flights, they express concerns about the lack of a pilot who can respond to potential external or internal issues such as turbulence and flight control.


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