Broadband Helps Make Local Search a Reality

Greg Sterling from the Kelsey Group has a new article posted at Search Engine Guide that takes a look at how broadband web access has made local search move from hype to reality. Greg's article features a bunch of data from a recent Kelsey Group consumer survey. Findings listed in the article include:

  • Internet Use for Local: The reach of the Internet as a source of local information has increased from 60 percent of total households to 70 percent (equal to traditional newspapers).
  • Search Growth, Broadband Key: Most of the Internet?s growth as a local shopping resource has taken place via major search engines, the usage of which increased from 47 percent to 55 percent. That growth came exclusively from broadband users; dial-up consumers used search engines less in the second survey than the first.

At the end of the article Sterling writes,

One should resist the temptation to see Internet adoption as a zero-sum game vis-à-vis print media. Use of the Internet does not mean that consumers have abandoned traditional media. But it does mean that their local influence has diminished somewhat.