Third edition
2024 Digital Marketing & Customer Experience Report
The third edition of our Digital Marketing & Customer Experience Report explores the power of online search and the role of accurate information in shaping the customer journey.
Insights from over 2,000 marketing decision-makers across South Africa, the USA and Australia.
Download the full report (PDF) ↓Key takeaways
In 2024's third edition, Google's share of preferred search climbed to 98.1% and Google Maps to 93.2%. Accurate listings mattered: 82.3% sometimes find incorrect business information online, and 56.6% actively suggest corrections. Reviews remained decisive, with 83.8% more likely to choose a business that has positive reviews and 81% preferring email when they raise a complaint.
The 2024 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
- 98.1% preferred Google as their search method (up from 92.2%)
- 61.4% search for restaurants & bars — the top online search category
- 78.3% search for local businesses multiple times a week, weekly or daily
Navigation & listings
- 93.2% use Google Maps as their preferred navigation app (up from 80.7%)
- 56.6% give online suggestions to update business listings
- 82.3% find incorrect information on business listings "sometimes"
- 67.9% rely on Google for the most up-to-date business information
Reviews
- 94.4% read online reviews
- 67% name Facebook as a preferred review platform (Google Business 66.6%)
- 83.8% are more likely to choose a business with positive reviews
- 62.6% pay most attention to the average star rating
- 64% expect a business to have at least a 4-star rating
Bookings & service
- 70.1% prefer making a booking or reservation online
- 68.7% expect a response to a negative review within 48 hours
- 81% prefer to receive feedback on a complaint via email
- 69.5% prefer interacting with a local business over the brand head office
Platforms & chatbots
- 33.2% turn to Facebook to find the latest content or promotions
- 17% found their chatbot interaction helpful
- 48.6% would use a chatbot if it gave helpful, immediate feedback
Frequently asked questions
- What percentage preferred Google for search in 2024?
- 98.1%, up from 92.2% the previous year.
- How did consumers prefer to make bookings in 2024?
- 70.1% preferred making a booking or reservation online.
- How quickly did consumers expect a response to a negative review?
- 68.7% expected a response within 48 hours.
Want the full breakdown?
Download the complete 2024 report, or see how your own locations show up across local search, maps and reviews.