Search Engine Watch has published an interesting feature on Yahoo! Local’s attempts to increasingly incorporate user-generated content into their listings. Some of the new features include allowing users to edit business listings by updating outdated addresses or flagging locations that have been closed. Yahoo also commissioned a poll with some interesting results:
The Harris poll also asked users about the effect ratings and reviews might have on their decision to patronize a particular business. Overall, 79 percent of respondents said they’d be likely to be influenced by a rating or review on Yahoo Local, with 9 percent of respondents more likely to be influenced by a review that was negative, 23 percent more likely to be influenced by a review that was positive, and 47 percent likely to be influenced by both positive and negative reviews.
Last fall, Yahoo commissioned Harris Interactive to conduct a poll to gauge users’ likelihood of posting ratings or reviews of local businesses to Yahoo Local. Overall, 67 percent of respondents said they would be likely to post a review, with 9 percent of respondents more likely to post a review that was negative, 8 percent more likely to post a review that was positive, and 50 percent likely to post a review either way.