46% of local searchers make in-store visits, according to data released to eMarketer by TMP Directional Marketing and comScore. The number is up 12% over last year.
Meanwhile, for "general searches," 34% visited stores, but this was only up 1% over last year. Internet yellow pages searchers also came in at 34%, up from 29% last year. The overall average of searchers ending up in-store was 37%.
What local searchers are looking for are businesses that provide the products and services they're looking for. After they've found that, they look for address and location information and then a phone number.