Our Data Sources
The statistics we reference on this site come from published consumer research. We believe in earning your trust with facts — not marketing fluff.
Source 1 — CallRail
- Publisher
- CallRail
- Publication date
- September 25, 2025
- Research
- Survey of 1,000 U.S. consumers
- Finding used
- 78% reported taking their business elsewhere after being unable to reach a company by phone.
This is a vendor-published consumer survey about reported experiences. It does not establish the percentage of any individual business's missed calls that become lost customers.
Source 2 — BrightLocal
- Publisher
- BrightLocal
- Research
- Local Consumer Review Survey 2026
- Publication date
- February 11, 2026
- Sample
- 1,002 U.S. adults, using a representative panel through SurveyMonkey
- Finding used
- 97% reported reading reviews of local businesses.
This describes reported review-reading behavior. It does not establish that every purchase involves reading reviews or guarantee results from review-management services.
Source 3 — Nielsen
- Publisher
- Nielsen
- Research
- Global Trust in Advertising Survey
- Publication date
- 2015
- Finding used
- 83% of consumers trust recommendations from people they know over any other form of advertising.
This is a global survey of consumer attitudes toward advertising and peer recommendations. Results may vary by market, category, and relationship context.
Source 4 — Bain & Company
- Publisher
- Bain & Company / Harvard Business Review
- Research
- Customer Loyalty and Retention Economics
- Publication date
- Ongoing — widely cited across multiple publications
- Finding used
- Acquiring a new customer costs 5–7x more than retaining an existing one.
This figure is derived from customer acquisition cost and lifetime value research. Ratios vary by industry, business model, and customer segment.
Source 5 — SMS Industry Research
- Publisher
- Multiple industry sources (Gartner, Salesforce, SMS marketing platforms)
- Research
- SMS vs. Email Engagement Benchmarks
- Publication date
- Widely reported — multiple sources across 2020–2025
- Finding used
- Text messages have a 98% open rate, compared to approximately 20% for email.
- Direct link
- No single primary source — this benchmark is consistently reported across Gartner, Salesforce, and major SMS marketing platform research.
Open rates vary by industry, list quality, and message type. This figure reflects industry-wide averages across multiple published benchmarks.
Source 6 — GetApp / Zippia
- Publisher
- GetApp Scheduling Survey (cited via Zippia)
- Research
- Appointment Scheduling Statistics
- Publication date
- 2024
- Finding used
- 40% of online appointments are booked outside of normal business hours.
This figure is reported across multiple booking industry surveys. Results reflect aggregate behavior across scheduling platforms and may vary by industry and customer demographic.
Source 7 — Stanford Web Credibility Research
- Publisher
- Stanford Persuasive Technology Lab
- Research
- Web Credibility Study
- Publication date
- Ongoing research program
- Finding used
- 75% of users admit to making judgments about a company's credibility based on its website design.
- Direct link
- https://credibility.stanford.edu/
This research reflects first-impression credibility judgments. It does not establish a direct relationship between website design and sales outcomes.
How we use research
Published research helps us identify questions worth asking. Recommendations for your business also depend on your customers, your day-to-day operations, and what we learn from the systems you actually use.
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