9 Stats You Need to Know to Manage Your Digital Presence

When was the last time you searched for something on Google, clicked the top result, and then bought something from that first page without doing any research?

It's probably been a while. But whatever your answer, one thing is clear: major search engines are no longer the only way to look for information online. Today, people ask questions and search for information about brands across many platforms, including search engines, social media, maps, and on websites.

Brands need to be present (and consistent) across all these platforms to capture and engage customers through their journey. But which channels are growing in popularity — and what really makes people trust and engage with brands?

We conducted some research to find out. Here are 9 stats* to help you manage your brand's digital presence today.

Search engines are still a prominent part of the search journey, and your customers certainly use Google often. But our research shows that more people are looking outside of the "big four" as they search for information. To surface in search — and through AI-generated results — it's important to have a presence not only on Google and Bing, but on smaller search engines and online publishers. (Think places like Allmenus for restaurants, or Booking.com for hotels, for example.)

1. 64% of customers begin their search journey on a search engine, but…

2. 94% of customers look for brand information outside Google, Bing, Facebook, and Apple.

Don't neglect smaller apps and maps when planning your local search strategy.

On that note…

3. 67% of Gen Z users rely on social media to search for products and services, and

4. 81% of Gen Z trust brands with active social media profiles, making social media presence essential for brand trust.

Social media is on the rise as a search engine, too — especially amongst younger customers. Social platforms have long been a valuable engagement tool for marketers, but now, the information you provide there is becoming as important as designing compelling visuals or responding to comments.

Learn more about how TikTok is embracing its role as a discovery engine — and what that means for marketers.

5. 91% of customers prioritize accuracy when making purchasing decisions…

6. And inaccuracies in brand information can drive 64% of customers to switch brands.

To convert and retain customers, it's essential that your brand information is accurate and relevant anywhere someone might search for it online.

Let's break down why with an example. If someone searches for "restaurant near me open Monday and good for dates," they're showing strong intent to visit a restaurant on a Monday night with a date. They'll likely choose a restaurant that surfaces based on that criteria.

Your restaurant location won't show up if it isn't clear to the search engine or platform they're using – via robust information on your website and across a broad network of listings publishers – that you have a location nearby, open on Monday, with a sit-down atmosphere.

Imagine if that searcher calls your restaurant – or worse, shows up with their date – only to find it closed on Mondays because your hours were inaccurate on their platform of choice. That experience leads to frustration, broken trust, and a likely win for a competitor. But if you are managing all of that information, on the other hand? Then you're 2.3x more likely to appear in local search compared to your competitors.

7. 71% of customers, especially Gen Z, say online reviews are key to building brand trust, and

8. 69% of customers expect brands to respond to reviews within a week.

Accurate information everywhere is a great starting point, but it isn't the finish line. The qualitative information found in your customer reviews is also make-or-break when it comes to helping someone choose your brand. In fact, a majority of customers read reviews as part of their decision-making process.

Reviews are also important to driving trust and loyalty. Read that second stat again: almost 70 percent of customers expect brands to respond to reviews within a week. That means existing customers appear likely to churn if they don't get a response — and new customers are likely to be turned off by a lack of responses when researching a brand, too.

Building a review management strategy that helps you respond faster is critical. Click here to read more.

9. 49% of customers say they trust AI-generated search results.

By now, almost every marketer has played around with ChatGPT. We've talked about the impacts of AI on diverse industries and read up on SERP changes due to AI Overviews (and maybe laughed at a funny mishap or two during the learning curve). In other words, we know that AI is changing search.

But did you know that about half of customers trust AI-generated search results already? This stat signals a true shift toward AI-driven discovery. And as AI continues to influence how customers find and engage with brands, making sure the information it accesses is accurate is crucial for brands.

To sum up: whether it's making sure your brand information is accurate across publishers or responding promptly to reviews, these stats highlight that every touchpoint matters. And as AI-driven search and social media platforms continue to reshape how people find and interact with brands, staying proactive in managing your digital presence is key to standing out from the competition.

Ready to learn more? Dive into the full findings from our survey, The Digital Customer Journey in 2024.

*Survey details: The results are from an online survey of 2,312 adults who purchased something online within the past year. The survey was conducted from June 14 to 25, 2024, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from five countries: France, Italy, Germany, the United Kingdom, and the United States.