Rio SEO, a Press Ganey Forsta company, has released its 2025 Local Search Consumer Behavior Study, offering key insights into the evolving dynamics of local search behavior in the U.S. The study highlights how AI, accuracy, and real-time engagement are shaping customer decisions—and reveals that 84% of consumers search daily for local businesses. As local experience (LX) becomes a central part of the customer journey, businesses are under pressure to provide seamless, fast, and accurate digital interactions across all touchpoints.

In today’s competitive environment, being found in search isn’t enough—brands must also be trusted, accurate, and responsive to earn and retain consumer preference.

Insights from the 2025 Rio SEO Local Search Consumer Study

1. Local Search is a Daily Ritual for Consumers

• 84% of consumers search online for local businesses every day.

• While Google remains dominant, Apple Maps is growing, with 31% of users relying on it frequently.

2. AI is Redefining Local Search Discovery

• 60% of users are engaging with AI-generated overviews on Google.

• 32% say AI-driven features—like personalized recommendations—play a major role in decision-making.

3. Online Reviews and Reputation Drive Conversion

• 75% of consumers read at least four reviews before making a decision.

• Star ratings continue to be the top trust signal, but direct brand engagement with reviews is becoming increasingly influential.

4. Speed and Accuracy Are Make-Or-Break Factors

• 53% will avoid businesses with inaccurate or outdated listings.

• 59% expect a brand response within 24 hours of reaching out—emphasizing the importance of responsive customer service.

5. Leading Brands Are Local Experience-Ready

• Top-performing brands are leveraging local experience management tools to:

  • Ensure listing accuracy across Google and Apple Maps.

  • Monitor and respond to reviews in real time.

  • Prepare for AI-powered search features.

  • Streamline discovery-to-decision journeys for modern customers.

The Rio SEO study underscores a pivotal reality: local search is no longer a passive discovery channel—it’s a critical component of customer experience strategy. With AI transforming how consumers find and choose businesses, brands must double down on local data accuracy, reputation management, and speed of engagement.

For brands competing in today’s hyper-local, AI-driven landscape, winning in local search means managing every moment of the digital journey—accurately, intelligently, and instantly.