In a usability study we did for a client pitch in 2009, we queried users how they looked for auto repair vendors. We didn’t ask them how they ‘searched’ for these repair shops, so we got answers like “I ask my dad” or “my husband picked a place” . . . a pretty typical scenario.
We further asked them, what factors they ultimately used to make the selection. Where location and distance from home/work a factor? The resounding answer was YES.