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Local references are still the most trusted way of discovering a small business

by LLB Reporter
7th Sep 23 7:25 am

Over three-quarters (76%) of Brits would trust the recommendations from their neighbours when looking for small businesses, a survey from Nextdoor has revealed.

The neighbourhood network, which is home to thousands of small businesses across the UK, found that over half (53%) of Brits also rely on community groups to determine the quality of a local business.

The research found that over a third (37%) of people prefer to take recommendations from neighbours more so than searching for a local business online (30%) or a business’s social media profile (15%), with promotional flyers (10%) seen as the least effective method of capturing consumer attention. The survey also highlighted how important it is for SMBs to invest in the right channels, with only 12% trusting businesses that have lots of advertising.

Nearly three-quarters (74%) agreed they would go to the effort of recommending businesses that are doing a good job and adding value within the community, rising to 78% amongst people aged 25-34. Further demonstrating the importance of local references for SMBs, nearly 80% of people (79%) revealed that they would follow through on a recommendation, rising to 86% amongst 34-44 year olds in particular

Laura Roche, Managing Director UK, Nextdoor added, “In a world increasingly dominated by online reviews, it’s reassuring to see that recommendations from trusted neighbours remain the gold standard for many consumers. 

“These findings show the invaluable role that community recommendations play in choosing small businesses, and interestingly for SMBs, these findings are consistent across all age groups. Whether it’s a recommendation for a local coffee shop, a trustworthy plumber, or a reliable window cleaner, people rely on their neighbours to point them in the right direction.”

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