The latest data from True Local shows that consumer reviews via mobile have increased by 25 per cent in just 12 months. While there’s still a way to go to catch up to desktop, the new immediacy among Australians to share insights with their peers suggests more businesses need to be engaging with customers via hand held devices.
Australia’s popular online business directory and review website has analysed its internal data in the 12 months since July 2013 to unveil reviewing habits and highlight the services that consumers are most likely to discuss online by mobile devices. Bradley Taylor, Head of Product at True Local says, “The findings suggest Australians are demanding more opportunities to communicate their experiences. Knowing this, we’ve highlighted the top services reviewed on our mobile site. These industries have a lot to gain by increasing their visibility on platforms outside of desktop.”
The findings show it could be the love of a good haircut – or the trauma of a dodgy new style –that drives Australians to review via mobile the most. Hairdressers are the number one reviewed service on TrueLocal via its mobile site, suggesting that when it comes to motivation to share with peers, vanity comes out on top.
While grooming may be a hot topic, finding the perfect tasting experience is also top of mind for many Australians, with takeaways featuring in second place and restaurants in third. In fact, True Local’s data suggests that most mobile reviewers may be leaving feedback shortly after their meal, with the most restaurant reviews in a single hour taking place at 9pm. Bradley suggests there is a change in the way we share our dining experiences online: “It wasn’t that long ago that Australians started snapping and sharing images and comments on their meals via social media. Now, the trend is to give deeper insight into the full dining experience.”
Beauty salons feature fourth on the list followed by mechanics, suggesting that finding someone good under the hood is something to shout about.
According to Bradley, “Whether it’s an outstanding meal, unforgettable massage or just a great-value car service, Australians are more eager now than ever to make their voice heard. And it’s not just consumers on the move that are embracing mobile. We’ve actually found that our peak time for mobile reviews is between 9pm-10pm, suggesting that sharing an experience may now be a pre-bedtime ritual for many Australians.”
Looking at who is reviewing via mobile, the most motivated group to review via mobile are 26-35 year olds who make up more than half (57%) of all mobile reviews on True Local, followed by 35-50 year olds (32%).