Nextdoor Releases New Insights Report Revealing the Power of Neighbor Recommendations
New report offers valuable data for Small Business Week; Company also announces Nextdoor Create, an in-house team building local connections between people and brands
SAN FRANCISCO–(BUSINESS WIRE)–Today, Nextdoor released a new installment in its insights series showcasing how neighbor recommendations drive purchasing decisions across multiple categories. Aligned with Small Business Week, the latest report emphasizes the value of neighbor recommendations.
“The social commerce revolution is happening. Local perspectives are more important than ever and neighbors are looking to their local community to help make important decisions,” said Nextdoor CEO Sarah Friar. “These latest insights highlight how neighbors are prioritizing their local economies and trusting those in close proximity when making purchasing decisions through online and real-world connections.”
Additionally, Nextdoor is introducing Nextdoor Create, its in-house sales marketing team focused on leveraging the power of the neighborhood to drive local connections between people and brands.
“Every day, brands turn to Nextdoor to reach a uniquely engaged and influential audience of neighbors,” said Heidi Andersen, Head of Revenue, Nextdoor. “We recognize there’s a tremendous opportunity to help brands connect to local communities. We’re extremely excited to launch Nextdoor Create to help brands find creative ways to leverage data and insights from the neighborhood and to grow customer bases and businesses.”
“The Nextdoor Create team provided marketing consultation for Leaf Home to communicate and connect better with our neighbors on the platform,” shared Jeff Beck, Chief Growth Officer at Leaf Home. “We are excited to launch the Seasonal Home Maintenance Neighborhood Spot and provide users with everything they need to keep their homes in top shape.”
The power of neighbor recommendations
A recent survey of Nextdoor neighbors found that users are impacted by local and business recommendations — 96% have seen business recommendations on Nextdoor, 89% value neighbor recommendations for products and services, 72% have been influenced by a business recommendation on Nextdoor, and 71% have shared one. The report also provides data about how seeing neighbors using products or services can influence purchases. Read the full report here.
More highlights from the report:
- Majority rules – Nextdoor users in cities (90%), suburbs (89%), and rural areas (89%) say they value neighbor recommendations.
- Parental point of view – 78% of parents with children at home say they value neighbor recommendations. That number jumps to 89% for parents on Nextdoor.
- Battle of the sexes – Women on Nextdoor are more likely to be influenced by neighbor recommendations for events & attractions, home & garden, and food & drink. Men are more likely to be influenced by neighbor recommendations for video games, travel, and personal finance.
- Home and safety – 72% are impacted by what their neighbors use when considering home security purchases.
These Insights also examine how Nextdoor users view brands and potential big ticket purchases. When considering auto purchases, 66% of neighbors confirmed they’re impacted by what neighbors drive. 20% say they would like a luxury electric vehicle, with neighbors in Vermont and Oregon expressing the most interest. Neighbors also revealed more aspirational options – e.g., if money were no object, favorite car manufacturers would include Chevy, Ford, and Ferrari.
Recommendations-related content is a major topic on Nextdoor. When making purchasing decisions for products or services, most users say they are influenced by previous usage (91%), a neighbor recommendation (84%), seeing usage by a neighbor (83%) and advertising (55%). To celebrate Small Business Week, neighbors can use Nextdoor to support local businesses by leaving them a recommendation on the Nextdoor app or at nextdoor.com/recommendations.
Nextdoor is also launching Nextdoor Create, an in-house collective of sales marketing professionals who leverage the power of the neighborhood to drive local connections between people and brands. Together with advertisers and agency partners, Nextdoor Create develops valuable, unique and engaging campaigns. The team uses neighborhood data to help educate and inspire advertisers to activate on Nextdoor and develop more collaborative projects like Make Every Block Better (with H&R Block), the Treat Map (with Party City), the COVID-19 Vaccine Map (with Albertsons Companies and Moderna), and the Seasonal Home Maintenance Neighborhood Spot (with Leaf Home). Watch this video to learn more about Nextdoor Create.
Read these new Nextdoor insights and learn more about methodology here. Find previous reports from Nextdoor’s insights series here.
Nextdoor (NYSE: KIND) is where you connect to the neighborhoods that matter to you so you can belong. Kindness is core to our purpose: to cultivate a kinder world where everyone has a neighborhood they can rely on. Neighbors around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbors, businesses, and public services.
We believe connecting with others is a universal human need. That truth, and the reality that neighborhoods are among the most important communities in our lives, have been guiding principles for Nextdoor since the beginning.
Today, neighbors rely on Nextdoor in more than 285,000 neighborhoods around the world, including the United States (nearly 1 in 3 U.S. households), the United Kingdom, Germany, France, the Netherlands, Italy, Spain, Sweden, Denmark, Australia, and Canada, with many more to come.
Nextdoor is based in San Francisco. For additional information and images: nextdoor.com/newsroom.
Abby Reyes & Shannon Toliver