Small business is winning big: more people than ever searching for, and shouting about local favourites online
19 March 2018, UK - Shopping habits are seemingly returning to days of old, with more people than ever making the effort to get out, explore their local area and find ‘hidden gems’, a new study by online business directory Yell.com has revealed.
Posts relating to finding a new local business on photo-sharing app Instagram have grown at a rate of more than 50% year-on-year. The most popular terms being used to describe a discovery of a new local business on social channels are all positive, including ‘wonderful’, ‘cool’ and ‘love’. In fact, the use of the term ‘wonderful’ to describe a local business has increased 270% since 2016.
From Reading to where Yellow Pages first began in 1966, Brighton
National insights overviewAs a nation, we’re increasingly getting out and about, exploring our local area and finding new gems:
- We’re sharing our discoveries online more and more, with the number of tweets and Instagram posts referencing our finds growing at a rate of more than 50% year-on-year
- Sunday is our preferred ‘day of discovery’, with 16% of all local discovery shares happening on the traditional day of rest
- Westminster, Manchester and Edinburgh were the cities where the most local discoveries occurred in 2017 and two months into 2018, Westminster is still topping the table, followed by Manchester and Bristol
- Social shares about discovering new local vegetarian spots have grown the most in the past year, followed by discoveries of local Thai, Spanish, vegan and French spots
- Our language around making local discoveries is incredibly positive, and increasingly so:
- Our use of the word ‘wonderful’ when sharing local discoveries grew by 270% from 2016 to 2017
- Our use of the word ‘cool’ when sharing local discoveries grew by 148% from 2016 to 2017
- Our use of the word ‘love’ when sharing local discoveries grew by 142% from 2016 to 2017