Inaccurate and inconsistent online business information is actively driving customers away at a time when the way people search is rapidly evolving. According to a nationwide study of 1,000 U.S. consumers conducted by Data Axle, data quality issues are widespread and carry significant consequences. Consumers no longer follow a linear path to discovery; instead, they move between search engines, apps, review sites, and AI-powered tools, validating information before making a final decision on where to spend their money.
66% of consumers have attempted to visit a business only to find incorrect online information.
85% of users say outdated data impacts their decision to visit a business again.
39% of consumers now cross-check multiple sources to validate business details.
Nearly half of consumers use AI tools for local search at least weekly.
87% of buyers are more likely to choose a business with complete and accurate listings.
90% of respondents state that consistent information across all platforms is critical.
The research highlights a fundamental change in consumer behavior, moving from a "search" model to a "verification" model. As conflicting or incomplete information becomes more common, shoppers are taking extra steps to ensure accuracy. Approximately 30% of consumers now contact a business directly before visiting to avoid the frustration of incorrect addresses or changed hours. This validation process is becoming a standard prerequisite for engagement, meaning that any discrepancy in a business listing can create immediate doubt and lead to a lost opportunity.
The integration of AI into local search is accelerating the need for high-fidelity data. With 18% of consumers using AI tools daily for local discovery, business information must now be accurate not only on traditional platforms but also across systems that aggregate and interpret data for generative responses. Inconsistencies are often amplified by AI systems rather than hidden, making data accuracy a vital piece of digital infrastructure. Businesses that maintain consistent information are 50% more likely to be selected by consumers who prioritize trustworthy data.
Incorrect data does more than disrupt a single visit; it shapes long-term brand perception. Industry experts note that inaccurate business information breaks the customer experience at the exact moment a user is ready to move forward. For companies operating in the SaaS and IT sectors, where precision is a core value, these findings underscore the necessity of robust data management. Treating data accuracy as a foundational element of trust is now essential for earning loyalty and preventing customer churn before a physical or digital interaction ever occurs.
"We've moved from a world of search to a world of verification. Consumers aren't just finding businesses; they're pressure-testing them across platforms and AI systems," said Andy Frawley, CEO of Data Axle. "That means bad data doesn't just create confusion—it creates doubt. And in today's environment, doubt is what costs businesses the customer."
"Inaccurate business information breaks the experience when consumers are ready to move forward, whether that's getting directions, checking hours, or deciding where to go," said Doug Berger, General Manager of MapQuest. "Ultimately it leads to frustrated users, and it costs businesses customers. As people increasingly cross-reference multiple platforms and AI tools before making a decision, the bar for accuracy has never been higher."
Data Axle is a leader in data and growth intelligence, powering one of the industry's most comprehensive B2B and B2C data assets. Data Axle connects data to decisions through solutions like ProfileFuse™, SignalFuse™, and Salesgenie® to deliver a complete view of the businesses and people behind every opportunity. Built for the age of AI, Data Axle combines high-quality data, identity resolution, and real-time signals to drive smarter targeting, stronger customer relationships, and measurable growth.
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