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  • 78 Yelp Statistics You Must Know: 2022 Market Share & User Profile Analysis

78 Yelp Statistics You Must Know: 2022 Market Share & User Profile Analysis

As recent customer reviews statistics show, consumers seek each other’s opinions on products and services before purchasing. Now, most of these reviews are on social media. And, one of the most popular social networks for reviews is Yelp. Founded in 2004 by former PayPal employees, the company quickly became the poster child of review sites, famous enough to have its users parodied on South Park.

Just like in the South Park episodes featuring Yelp reviewers, not every publicity is good publicity. Many businesses today struggle because of bad reviews in the midst of the pandemic. Customer reviews may make or break a business, especially when it has snowballed in social networking sites. This is why it is high time for companies to adopt reputation management software to help curb negative reviews online across different platforms by dealing with aggrieved customers authentically.

With that said, we prepared this article to help you get to know one of the most popular review sites in the world. In this way, you will be able to understand its influence so you can leverage this for your business. Without further ado, here are the vital Yelp statistics that you must know today.

Yelp statistics - infographic

General Yelp Statistics

Since starting in 2004, Yelp is now nearly synonymous with online reviews. It has been a go-to platform for finding information about products and services for more than a decade. Covering bars, dental clinics, salons, and even doctors, it is one of the most trusted review platforms providing service to tourists and locals alike. Thus, Yelp users or ‘Yelpers’, as they are colloquially known, have considerable influence.

Yelp Users are More Active Social Media Users

  • There are more than 4.2 billion active social media users in the world. And, social networks like Yelp become a major source of information about brands, products, and services. (We Are Social, 2021)
  • Yelp is the top 10 social network in the US. (Statista, 2021)
  • The platform is being used regularly by 12% of US consumers, almost the same as TikTok, which is also being used regularly by a little more than 12% of the US population. (Statista, 2021)
  • 78% of Yelp users are daily social media users. Only 72% of average social media users use social networking sites on a daily basis. (Statista, 2021)
  • Only 12% of Yelp users use the platform several times a week. And, only 3% use it once a week. (Statista, 2021)

Top Drivers for US Consumers to Recommend Brands and Companies Online

  • 77% of Yelp users recommend brands and companies online when they like the product while only 62% of average social media users do. (Statista, 2021)
  • About 67% of Yelp users recommend products and services online because they like the brand. Only 52% of regular social media users do. (Statista, 2021)
  • A good 54% of Yelp users recommend a company or a brand because of good customer service. This is significantly higher than the 38% of social media users that do. (Statista 2021)
  • A considerable 46% of Yelpers recommend products and services because of discounts and giveaways. Only 35% of regular social media users do. (Statista, 2021)
  • 40% of Yelpers recommend products and services when they personally relate to the brand. Only 26% of regular social media users do the same. (Statista, 2021)
  • Around 36% of Yelpers recommend products and services online so they can support their favorite brand. Only 24% of regular social media users do. (Statista, 2021)

Top Topics Discussed by Yelpers

Compared to the average social media users, Yelpers are more active and outspoken. This is especially true with their opinions on products and services, especially food.

  • Around 56% of Yelp users discuss food and drinks online. This is high compared to 34% of average social media users. (Statista, 2021)
  • A good 45% of Yelp users discuss movies and series online. This is significantly more than regular social media users at 34%. (Statista, 2021)
  • Vacation and travel are being discussed by 43% of Yelp users compared to the 24% of regular social media users. (Statista, 2021)
  • Music is discussed by 42% of Yelp users. This is higher compared to regular social media users with a figure of 32%. (Statista, 2021)
  • Politics is being discussed online by 25% of average social media users. This is quite lower compared to the 37% of Yelp users that do. (Statista, 2021)

 Effects of Online Reviews on Local Businesses

And, their opinions matter, especially as most people seem to trust user reviews as much as they trust the recommendations of people they know.

  • 94% of consumers claim that positive reviews make them more likely to patronize a business. (BrightLocal, 2020)
  • A good 92% of consumers state that they are less likely to do business with a company if they have seen negative reviews about it. (BrightLocal, 2020)
  • About 79% of consumers trust online reviews as much as the recommendations of their family and friends. (BrightLocal, 2020)

Source: Statista Global Consumer Survey, 2021

Yelp User Profiles Statistics

As pointed out in the last section, Yelpers are statistically different from regular social media users. They are more opinionated and louder on many topics. However, this is not only where they differ. Yelpers are more likely to belong in the high-income bracket and be aged 29 to 54 years old.

Key Demographic Profiles

  • On Yelp, 53% of users are female and 47% are male. (Statista, 2021)
  • Yelp is being used evenly by people living in towns and rural areas (50%) and those that live in urban areas (50%). (Statista, 2021)
  • People aged 25-34 are the largest segment of users by age range making up 29% of the user base. (Statista, 2021)
  • This is followed by people aged 35-34 with 28% and those aged 45-54 with (20%). Only 11% of Yelp users are aged 18-24 and 13% are aged 55-64. (Statista, 2021)
  • 33% of Yelp users live in a household of two. Around 22% live in a household of three, 18% in a household of four, 11% in a household of five, and 16% live alone. (Statista, 2021)
  • 31% of Yelp users in the US are aged 30 to 39. (Statista, 2021)
  • About 48% of Yelp users have high household income. Around 34% have incomes classified in the middle range and only 18% of users classify themselves as having low income. (Statista, 2021)
  • This is significantly higher than your average user social media users. Only 35% and 33% of average social media users classify themselves as having high incomes and middle-ranged incomes, respectively. About 32% claimed to belong to the low-income bracket. (Statista, 2021)

Yelp users also have some distinct preferences, outlooks, and self-perception. These can be leverage if you think that a good chunk of them can be great potential customers. For instance, most Yelpers like trying innovative products, and a sizable chunk believe that the products they buy meet the highest standards. Moreover, a lot don’t mind advertising as long as they get something back.

Preferences and Outlook

  • A good 54% of yelp users don’t mind advertising if they get free content in return. Only 44% of social media users agree. (Statista, 2021)
  • However, 47% of Yelp users are often annoyed by internet advertising. This is two percentage points higher than the average social media user. (Statista, 2021)
  • About 46% of Yelp users get annoyed when they received ads based on their search histories. Only 42% of average social media users claim the same. (Statista, 2021)
  • Only 25% of Yelp users bought products because they were advertised to them by influencers and celebrities. This is significantly higher than the average social media users with a figure of 15%. (Statista, 2021)
  • The top five hobbies of Yelp users are Food (74%), Travel (68%), Music (65%), Reading/Writing (51%), and Health and Fitness (51%). (Statista, 2021)
  • These are followed by Pets (51%), Socializing (50%), Technology/Computers (45%), Watching Sports (43%), and Arts and Crafts (38%). These round out the top ten. (Statista, 2021)
  • A significant percentage of Yelp users, at 64%, like trying out innovative products. This is a bigger share compared to 42% of average social media users that claim the same. (Statista, 2021)
  • About 42% of Yelp users believe that the products they buy meet the highest standards. (Statista, 2021)
  • 49% of Yelp users only buy new technology when it is already proven to be successful. And, 43% like to stay updated on new technology. This is significantly higher than the 29% of the average social media user. (Statista, 2021)
  • Furthermore, Yelp users, at 37%, claim they are the first to try out new technology among their friends. (Statista, 2021)

The Most Important Aspects of Life

Yelpers, however, do not really differ from other social media users (or people in general) when it comes to their life aspirations. Many believe that living a respectable life is the most important thing. Of course, individual beliefs differ on what that life should exactly be.

  • 56% of Yelp users agree that an honest and respectable life is the most important thing. Around the same percentage of Yelp users also believe that a happy relationship is the most important thing to have. (Statista, 2021)
  • These are followed by safety and security (40%), learning new things (35%), and being successful (28%). (Statista, 2021)

Change in Customer Interests: After the Addition of Identity Attributes

Yelp started allowing business owners to display what’s called identity attributes. And, these attributes include being Women-owned, Latinx-owned, Black-owned, and Asian-owned. In this way, Yelpers may be able to align their purchasing research, decisions, and reviews with what they value. So, since incorporating this feature, interest started to climb around these types of businesses. Check out these interesting Yelp statistics.

  • The top changes in customer interests after adding identity attribute for Black-owned Home Services (+49.8%) and Restaurants (+14.5%). (Yelp, 2021)
  • Customer interests also increased for women-owned Beauty (+9.1%) and Home Services (+14.3%) on the platform. (Yelp, 2021)
  • Latinx-owned businesses within the category of Beauty (+14.0%) and Food (+8.4%) also increased after adding identity attributes. (Yelp, 2021)
  • Searches for Asian-owned businesses (+130%), women-owned businesses (+264%), Black-owned businesses (+3,085%), and Latinx-owned businesses (+4,077%) have increased YoY in 2021. (Yelp, 2021)

Yelp User Touchpoints

If you are interested in reaching out to Yelp users with advertising or any other marketing communication program, here are some statistics about digital touchpoints that you can use.

  • 96% of Yelp users use their smartphones to access the internet. (Statista, 2021)
  • About 66% of users access the internet via their tablets. Also, 66% of Yelp users also access the internet via their tablets. (Statista, 2021)
  • Only 55% and 51% of Yelp users access the internet via desktop PC and smart speakers, respectively. (Statista, 2021)

Yelp user profiles

Clever advertisers or CRM professionals can take this information and build around these behaviors. Of course, communication programs are better planned and executed with digital tools such as CRM solutions.

Yelp Company Statistics

The company has been a success since its inception in 2004. But, like most businesses in the US, it has struggled to cope with the pandemic. In fact, in 2020, it had to let go of many people. Furthermore, the company saw its lowest stock price yet in the last five years. Here are the latest Yelp business statistics.

Adapting to COVID-19

  • In April of 2020, the company furloughed 1,100 people and laid off another 1,000. This reduced its workforce by 1/3. (Savitz, 2020)
  • The company lost almost $24 million in Q2 of 2020 and had to cut salaries and work hours from its staff. (Savitz, 2020)

Yelp 2020 Financials

  • The total net revenue for Yelp in 2020 was $872.95 million. (Yelp, 2021)
  • This is a sharp drop from the last two years. The company made more than $942.77 million in 2018 and $1.01 billion in 2019. (Yelp, 2021)
  • Around 95.78% of the total revenue came from advertising with a figure of $836.12 million. (Yelp, 2021)
  • Transactions only account for 1.72% of the total revenue with $15.02 million. (Yelp, 2021)
  • Other revenue sources account for $21.81 million with a 2.48% share of the total revenue. (Yelp, 2021)
  • In 2020, the quarter with the lowest advertising revenue was Q2 with only $163.23 million. (Yelp, 2021)
  • Among segments, Home & Local account for 44% of the advertising revenue in Q4 of 2020. (Yelp, 2021)
  • This is followed by Other Streams (20%), Restaurants (11%), Beauty & Fitness (8%), Health (8%), and Shopping (8%). (Yelp, 2021)

Yelp Glassdoor Ratings

Generally, the most popular review site has been getting good reviews as a company. This is shown by the number of its good Glassdoor reviews. Just think of it as a Yelp review of Yelp.

  • Yelp has around 5,001 to 10,000 employees. (Glassdoor, 2021)
  • Around 75% of Glassdoor users approve of Yelp’s CEO. (Glassdoor, 2021)
  • About 55% of Glassdoor reviewers would recommend Yelp to a friend. (Glassdoor, 2021)
  • A significant 62% of people that got interviewed for a position at Yelp applied for the job online. (Glassdoor, 2021)
  • Only 19% and 13% got an interview through campus recruiting and employee referral, respectively. (Glassdoor, 2021)
  • Of those that got an interview, 55% reported that their experience was positive, 19% claimed that their experiences were negative, and 26% said it was neutral. (Glassdoor, 2021)
  • Of all Yelp locations, its Atlanta, GA office got the highest Glassdoor rating with five stars. The two lowest-ranked locations are Miami and Dallas with a rating of two stars each. (Glassdoor, 2021)

Source: Yelp, 2021

Yelp Reviews Statistics

Even before the COVID-19 pandemic, unique visits to Yelp have been on a decline. However, reviews submitted have been on the rise. And, despite the number of declining reviews, the platform is still very influential. Check out these Yelp website statistics.

A Sharp Decline in Site Visits

  • Since Q3 of 2017, the number of desktop visitors has been declining. From 83.79 million, it began a sharp drop to 37.53 million in COVID-ridden Q2 of 2019. In the last quarter of 2020, there were only 41.56 million desktop visitors. (Yelp, 2021)
  • The same trend can be on web visits via mobile. In Q3 of 2019, the number of mobile web visitors was 80.59 million. A sharp drop to 44.82 million from that time to Q2 of 2020 was registered. The last quarter of 2020 had a total of 48.84 million unique web visitors. (Yelp, 2021)
  • Moreover, this is also being mirrored by the number of unique visitors via the app. From 37.66 million in Q3 of 2019, the number significantly dropped to 29.61 million in the last quarter of 2020. The quarter with the lowest number of unique app visitors was also Q2 of 2020, most likely because of the COVID-19 pandemic. (Yelp, 2021)

A Rise in Reviews Posted

  • The total number of reviews submitted to yelp in 2009 was only 8.83 million. Come 2016, it grew by 1270.55% to 121.02 million. (Yelp, 2021)
  • In 2019, the total number of reviews submitted to Yelp reached 205 million. At the end of 2020, it reached 224 million with a YoY growth of 9.27%. (Yelp, 2021)
  • It seems that the younger a person is, the more reviews he or she needs to be able to trust a product. In one survey, people aged 18-24 claimed that they need around 203 reviews to trust a product. (Salsify, 2019)
  • People aged 25-34 need about 159 reviews to be able to trust a product. Those aged 35-44 need around 141 reviews. Moreover, those aged 45-54 claimed it takes 91 reviews and people in the age range of 55-64 expect 38 reviews. Those aged 65 and up claimed to need around 46 reviews to trust a product. (Salsify, 2019)
  • People usually find out about new products via different sources. The top sources include friends and acquaintances (54%), customer reviews (31%), online forums (14%), and price comparison websites (14%). (Statista, 2020)

The Best Eats on Yelp

Yelp, even with its wide coverage, is most popular in the restaurant and food segments. As evidenced by the earlier stats, food and drinks are topics that Yelpers are passionate about. And, here are the top places to eat at the start of 2021 for Yelp users.

  • In Yelp’s eight annual lists, the best places to eat in the US are (1) Kelly Farm Kitchen from Harpers Ferry, WV, (2) Mazra from San Bruno, CA, (3) Local Expedition Wood Fired Grill from Alpharetta, GA, (4) Heat Da Spot from Washington DC, and (5) Scottsdale, Arizona’s Simon’s Hot Dogs. (Leary, 2021)

Yelp financial performance 2020

A Note on Online Reviews and Reputation Management

People flock to online customer reviews for authentic takes on a product, service, brand, or company. This is why businesses need to be on their toes and strive to be perfect on every touchpoint imaginable. This is especially so when online review sites are easy to sign up for. Again, customer reviews can make or break businesses.

We have been living in a market economy for long while. And, customers are getting smarter. Moreover, the balance of power is also shifting towards the customers. You can check some of the telling facts in the CRM statistics that we have compiled. In line with this, it is a must for businesses to better engage customers in this digital age with digital tools.

Furthermore, as the COVID-19 pandemic showed, economies can break down anytime. The possibility of another outbreak is also pretty high. And, the level of resilience is not at the level that it should be yet. However, the pandemic made us realize that we can always keep a part of the economy moving by retreating to our homes and embracing new technologies.

Web-based tools like project management solutions can help businesses to not only manage production tasks but also customer relationship management and marketing communication. And, paired with social media management software, you will be able to keep tabs on your brand reputation and ongoing issues on social media, especially customer review networks like Yelp.

Again, the power is shifting to the consumers. It is a fact of life and business in our times. Businesses either have to get with it or fade away.

 

References:

  1. BrightLocal. (2020, December 9). Local consumer review survey: How customers use online reviews. BrightLocal.
  2. Glassdoor. (2021). Working at yelp. Retrieved April 16, 2021, from Yelp.
  3. Google. (2021, April 16). Yelp Inc. Retrieved April 16, 2021, from Google.
  4. Leary, B. (2021, February 18). Yelp community names top 100 places to eat in 2021. Yelp.
  5. Salsify. (2019). Report – 2019 consumer research. Salsify.
  6. Savitz, E. J. (2020, December 24). Yelp adapted to the pandemic. Now its stock is poised to rebound. Barron’s.
  7. Statisa. (2020, November). Global consumer survey. Statista.
  8. Statista. (2020, May). Social networks: Yelp brand report (United States) 2020. Statista.
  9. Yelp. (2021, April). Yelp local economic impact report: A look at diverse businesses. Yelp Economic Average.
  10. Yelp. (2021). Q4 and full year 2020 letter to shareholders. Yelp.
Louie Andre

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. From pitch deck to exit strategy, he is no stranger to project business hiccups and essentials. He has been involved in a few internet startups including a digital route planner for a triple A affiliate. His advice to vendors and users alike? "Think of benefits, not features."

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