Yext Study Reveals Increasing Fragmentation in U.S. Purchase Journey, with Just 11% Trusting Their Initial Search Result
Changing Search Behavior: U.S. consumers are increasingly using a mix of traditional search engines, AI tools, social media, and review sites for product research, with only 11% trusting the first tool they use.
Emergence of New Search Personas: A survey identified six distinct search personas among U.S. consumers, including Traditionalists, Price Shoppers, Explorers, Creators, Social Proof Seekers, and Accidental Searchers, each with unique behaviors and expectations.
Role of AI and Social Media: While AI tools are gaining traction for research and ideation, traditional factors like price and peer reviews remain crucial for purchase decisions, highlighting the importance of social proof in consumer behavior.
Need for Brand Adaptation: Brands must adapt to the fragmented search landscape by optimizing for diverse platforms and ensuring structured, machine-ready data to enhance visibility and engagement.
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Significant Wednesday Options Trading: RRX, YEXT, BA
Yext Inc Options Activity: Yext Inc (YEXT) has seen a trading volume of 5,314 options contracts today, equating to about 531,400 underlying shares, which is 60.6% of its average daily trading volume over the past month.
High Volume Call Option for Yext: The $8 strike call option expiring on February 20, 2026, has particularly high activity with 3,988 contracts traded, representing approximately 398,800 underlying shares.
Boeing Co Options Activity: Boeing Co (BA) has recorded an options trading volume of 55,417 contracts today, representing around 5.5 million underlying shares, or 59.7% of its average daily trading volume over the past month.
High Volume Call Option for Boeing: The $205 strike call option expiring on December 12, 2025, has seen significant trading with 7,701 contracts, representing about 770,100 underlying shares.
Yext (YEXT) Exceeds Earnings Expectations in Q3
Earnings Performance: Yext reported quarterly earnings of $0.14 per share, exceeding the Zacks Consensus Estimate of $0.12, marking a 16.67% earnings surprise. However, revenues of $112 million fell short of expectations, missing the consensus by 0.72%.
Stock Outlook: Yext shares have risen approximately 39.5% year-to-date, outperforming the S&P 500's 16.8% gain. The stock currently holds a Zacks Rank #3 (Hold), indicating expected performance in line with the market.
Future Earnings Estimates: The consensus EPS estimate for the upcoming quarter is $0.13, with projected revenues of $114.79 million. The outlook for the current fiscal year anticipates earnings of $0.66 on revenues of $450.17 million.
Industry Context: Yext operates within the Technology Services industry, which ranks in the top 38% of Zacks industries. The performance of Yext's stock may be influenced by broader industry trends and the upcoming earnings report from Skillsoft Corp.
