Yelp is a social media platform that allows consumers to search, browse, and review local businesses around the world. Yelp is available in 35 countries, with versions in 42 languages and listings for over 5 million businesses, but more than 90% of Yelp’s user base is in the US, where it is the largest local business search and review platform.
Yelp searches most often don’t include a specific business name — 8 out of 10 users enter general search terms like Thai restaurant, beauty salon, or plumbing repair.
Yelp is well-known for its popularity as a tool for finding restaurants, but Yelp users search the platform for all types of businesses including home and local service providers (33 million average monthly searches), health service providers (30 million monthly searches), and automotive services (19 million monthly searches).
Yelp is mobile-oriented: 80% of Yelp searches are done on a mobile device, with a monthly average of 33 million unique device application uses logged in 2022. Over 265 million reviews are posted on Yelp, and about 60% of all reviews and photos are submitted via smartphone.
This strong mobile orientation implies that many Yelp users are on the move, by car or as foot traffic, actively searching for a product or service they need, with the intention to buy. These users are generally in the consideration stage of the buying journey—they have a need but have not decided who they will do business with. Yelp’s own research indicates that 90% of users make a purchase from a business they found on Yelp within a week; 51% contact a business they found within a day.
Consumers trust Yelp.
Yelp is favored by the valuable 18–54 age range consumer demographic — 60% of Yelp users fall in this bracket, 84% are college educated, and 78% are in the $60K–$100K+ income range. People on Yelp are good potential customers, they trust Yelp over other review sites (like Google, Facebook, TripAdvisor, Open Table, and Thumbtack), and Yelp is the #1 influence among all review sites in their final purchase decision.