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The research conducted by YouGov on behalf of Google, which surveyed 2,000 Brits, shows 85% of respondents said having up-to-date business information online was important to encourage consumers to visit local stores. Details of special measures taken by businesses to prevent the spread of Covid-19 were said to be important by 71% of respondents, ahead of a star rating for the business (63%), and information on opening hours (62%).
The poll reveals 38% of UK consumers said they had shopped more at local businesses during lockdown, with 88% of those respondents saying they would be more likely to choose to shop locally in the future.
Google Search Trends data supports YouGov’s findings as searches for ‘local’ surged between March and August 2020, with top searches being: local guide programme (+1620%), local farm box (+1348%), local meat delivery (+1345%), local farm shops (+963%), and even ‘local beer delivery’ (+541%).
The research also reveals the 62% of local businesses said they felt a responsibility to their local community during lockdown and 41% feel more appreciated by customers now compared to pre-Covid times. In addition, 40% of the local firms feel that customers care more about their business since pre-lockdown and 26% recognise more customers now than they did pre-lockdown.
The local firms said consumer could help them through either word of mouth or online recommendations (71%), an online review (51%), and by posting a photo of the business or its products online (37%).
Google is now encouraging Brits to join the conversation and show their appreciation to their most loved local businesses by posting a Google review then sharing on social to join the #Dearlocal conversation.
Ronan Harris, managing director of Google UK, said: “Local businesses are the lifeblood of our communities. Like millions up and down the country, we want to help local businesses both survive and thrive. The results of this research show we’re more likely to visit a business if we’re confident in knowing what we’ll find when we get there. From something as simple as updating opening hours, posting a review or a photo of anti-Covid measures taken by a business, we can all help make a positive impact by sharing online information for our favourite local businesses.”
Small business minister, Paul Scully, added: “Throughout this crisis, we have stood side by side with businesses to ensure they get the right support at the scale and speed needed to get back on their feet and reopen safely. Shopping locally not only supports local jobs but the wider community too, and it is great to see Google offering these small and often independent businesses the advice they need to advertise their business online, encouraging even more people to back their local high streets.”
