Local search is no longer a casual habit—it’s a constant in the daily routines of U.S. consumers. According to Rio SEO’s latest study, 84% of Americans now search online for local businesses every day. The report shows a sharp evolution in consumer expectations around speed, precision, and AI-enhanced interactions.
For brands, it reinforces a crucial truth: the local search experience is no longer just a marketing detail—it’s the frontline of the customer journey.
“In today’s digital search environment, just being visible is no longer enough on its own,” said Kyle Ferguson, CEO of Press Ganey Forsta’s cross-industry division. “Customers expect personalised, real-time answers across every platform, and they’re choosing businesses that show up with accurate listings, strong reputations, and fast responses. This study confirms what we hear from clients every day: your local experience strategy is now a defining competitive advantage.”
The findings emphasise how competitive and dynamic the local search space has become. Google continues to dominate, but Apple Maps is gaining ground, with nearly a third of consumers using it frequently. Meanwhile, AI is starting to change the way people discover businesses. 60% of respondents say they often click on AI-generated summaries in Google, and nearly one in three now consider personalised, AI-powered search features a deciding factor.
Transparency and speed
As many as 75% read at least four reviews before purchasing, and star ratings remain a leading indicator of trustworthiness. However, active brand engagement—such as responding to reviews—is emerging as an important trust signal. Accuracy also matters: over half of consumers say they’re unlikely to visit a business with outdated or incorrect listings. Responsiveness counts too, as 59% expect businesses to reply to inquiries within 24 hours.
Forward-thinking brands are adapting. They’re deploying local experience management platforms to ensure their information stays accurate across all platforms, from Google to Apple Maps. Additionally, they proactively manage reviews and use AI tools to meet customers where they are—whether through real-time updates, smart recommendations, or seamless digital interactions.
In an era where the customer journey often begins with a search bar, these brands understand the stakes. By investing in local visibility, rapid responsiveness, and reputation management, they’re not just showing up—they’re standing out, and ultimately, winning consumer trust in the moments that matter most.