[2026 Latest Survey] Google Maps Shifts from 'Finding Places' to 'Decision Making for Visits and Orders.' 60% of Consumers Use Reviews, and About 40% Use Them During In-Store Ordering.

Ixias Inc., provider of the AI-powered store information dissemination and analysis platform 'STOREPAD,' conducted a survey on 'Store Searching and Review Posting' targeting 300 men and women in their 20s to 50s residing in the Tokyo metropolitan area.

The results indicate that Google Maps has evolved beyond a mere location-finding tool into a critical source of information that supports pre-visit comparison and in-store menu decision-making. This report summarizes the latest consumer trends to assist store operators in building a 'reason to be chosen.'

## Summary of Findings
- Online is the dominant starting point for searches
'Reservation sites' (31.3%) and 'Google Maps/Yahoo! Maps' (31.0%) are the primary starting points for searches, far outpacing Social Media (8.0%).
- 'Review Content' is a key indicator for comparison
60.3% of users reference reviews when searching for stores on Google Maps. The interest is particularly high among women, reaching approximately 70%.
- Influencing in-store 'Ordering Decisions'
As for reasons for opening Google Maps while inside a store, 38.3% cited 'confirming reviews (recommended menu items, etc.)' and 31.3% cited 'checking photos.'

## Survey Highlights
### Analysis of the Initial Information Source for Store Searches
In a survey of 300 people with experience posting online reviews, 'Reservation sites' (31.3%) and 'Google Maps/Yahoo! Maps' (31.0%) ranked almost identically as the first source for searching stores, followed closely by 'Google Search/Yahoo! Search' (26.3%). While online services are generally the starting point for store searches, sources like 'Social Media' (8.0%) and 'Referrals from family/friends' (3.3%) accounted for only about 10%.

### What Information is Referenced When Searching for Stores on Google Maps?
'Review Content' (60.3%) and 'Location/Accessibility' (56.7%) were the top two most referenced pieces of information. It appears users prioritize concrete review details and practical location data when searching for stores.

## Other Analysis Topics in the Survey Report
The full version of this report includes detailed data serving as hints for store operations, in addition to the highlights above:
- Gender-based behavioral differences: What do they seek at the first step of a store search?
Women tend to prioritize 'Reservation sites' (36.3%), while men tend to prioritize 'Map apps' (33.1%).
- Post-visit behavior: Why open Google Maps while in the store?
38.3% verify 'Reviews for recommended menu items,' and 31.3% verify 'food photos,' analyzing the importance of information supporting order decisions.
- Analysis of posting psychology: When are high-quality reviews written?
The most common timing for posting is 'that evening/after returning home' (34.3%), examining the appropriate timing for follow-ups to encourage repeat visits.

## Survey Overview
- Method: Internet-based questionnaire survey
- Target:
1. Basic survey: 3,000 men and women aged 21-59 in the Tokyo metropolitan area
2. Among the above, 844 consumers with experience posting online reviews and store reviews
3. Deep-dive survey: 300 individuals (men/women) extracted from the above group
- Date: December 2025

About 'STOREPAD'
STOREPAD is a platform for disseminating and analyzing store information that links with various domestic and international store-attraction media. It achieves labor reduction, increased customer attraction, and effective MEO by disseminating information and analyzing reviews across various media including map apps, portal sites, inbound media, social media, and homepages.