2022 Digital Marketing & Customer Journey Report
Our 2022 Digital Marketing & Customer Journey Report captures consumer search, review and booking behaviour as brands navigated a post-pandemic landscape.
Download the full report (PDF) ↓Key takeaways
Our 2022 Customer Journey Report captured near-universal reliance on Google (99.1%) and Google Maps (93.5%). Reviews were already central — 96.6% read them, up from 93% in 2021 — and 86.7% were more likely to use a business with positive reviews. COVID-19 still shaped behaviour, with 84.7% less likely to visit after negative pandemic-related reviews.
The 2022 findings underline two priorities for multi-location brands: keeping business listings accurate across search and maps, and actively managing online reviews at the local level.
Search behaviour
- 99.1% use Google as their preferred search method (7.65% use voice search)
- 67.5% search for restaurants & bars — the most-searched category
- 43.7% search for local businesses weekly (17.2% daily)
Navigation & listings
- 93.5% prefer using Google Maps
- 59.3% have left online suggestions for businesses on their listings
- 64.7% have found incorrect information online due to COVID-19 restrictions
- 42.3% turn to Google to find the most up-to-date business information
Reviews
- 96.6% read online reviews (up from 93% in 2021)
- 90.8% read a business's response to their customers
- 86.7% are more likely to use a business based on positive reviews
- 91% trust reviews as much as a personal recommendation
- 62.7% primarily judge a business on its average star rating
- 46.7% are more likely to choose a business with 4 stars or higher
Bookings & service
- 67.8% prefer to make online bookings
- 89.8% expect a business to respond to a negative review (35.8% within 24h)
- 83.8% prefer to get feedback on a complaint via email
- 74.3% prefer to interact with a brand on a local level
Platforms & chatbots
- 45.9% chose WhatsApp as their preferred channel to interact with a chatbot
- 57.9% would use a chatbot if it gave helpful, immediate feedback
- 84.7% are less likely to visit a business after negative COVID-19 reviews
Frequently asked questions
- What was the preferred search method in 2022?
- Google, used by 99.1% of consumers (7.65% used voice search).
- How many consumers read online reviews in 2022?
- 96.6%, up from 93% in 2021.
- How did COVID-19 affect consumer choices in 2022?
- 84.7% said negative COVID-19 reviews made them less likely to visit a business.
Want the full breakdown?
Download the complete 2022 report, or see how your own locations show up across local search, maps and reviews.