A third of people do not trust Google Maps: Atly
Thursday, July 20, 2023
Atly, the user-generated social mapping platform revolutionizing location-based knowledge sharing, today unveiled consumer survey results in a data report entitled “Location-Based Recommendations: Mapping Trust & Digital Discovery in 2023.” The report reveals that one in three people (30%) have little to no trust in Google Maps when it comes to discovering places that best fulfill their needs.
In today’s digital landscape, discovering reliable information about places to go and things to do remains a daunting task. The survey revealed that 72% of respondents trust recommendations for destinations and restaurants from family and friends most – over social media influencers, online review sites, and Google Maps. Only 11% firmly trust Google Maps to suggest places that meet their needs.
Atly’s report also sheds light on the challenges consumers face when discovering and saving recommendations online. Across all age groups, the majority of respondents resort to outdated and inefficient methods to save and track places of interest they come across digitally, with 50% of people using screenshots and 39% still bookmarking sites on their web browser.
The lack of trustworthy information and effective discovery and tracking methods has real-life implications, as most saved locations go unvisited. Only 13% of respondents across age groups regularly visit the places they discover online. Twenty-nine percent of respondents admitted to rarely or never visiting the places they had previously saved, and for those aged 18-29, the number reached 35%. As a result, businesses and content creators are experiencing diminished performance on social media posts.
Uriel Maslansky, the CEO and Co-Founder of Atly, mentioned that their understanding of how consumers acquire recommendations and the factors influencing their trust in online discoveries allows them to continuously enhance the consumer experience related to location-based knowledge discovery, tracking, and sharing. The findings reveal a significant disparity between trust and action in the digital discovery process, highlighting the necessity for innovative social solutions that benefit consumers, content creators, and businesses while tapping into the collective wisdom of the crowd to improve the overall experience for everyone.
Joshua Kaufman, Co-Founder of Atly, pointed out that despite Google Maps being considered the most reliable source for location-based content, the younger generation tends to turn to social media platforms like Instagram and TikTok for their next recommendation. In a world where information is easily accessible, there is still no single platform that combines trusted sources with an exceptional mapping experience, and that is the challenge Atly is directly addressing.
To compile the report, Atly conducted a survey of over 1,000 consumers across the United States. The consumer survey aimed to explore where people get destination and activity recommendations, the discovery processes they undergo to do so, and the frequency with which these discoveries translate into actual visits.