How Mobile, Social & Trust Are Shaping Local Search Usage [Study]

The prevalence of tablets and mobile phones is shaping local search, with 64 percent of tablet users and 45 percent of mobile phone users reporting they used their device weekly to perform local searches. A new Localeze/15miles Fifth Annual comScore Local Search Usage Study also shows that tablets are an important player in the purchase cycle, with 86 percent of tablet users reporting they had made a purchase from their most recent tablet-based local search.

Smartphone users indicated the top reason for using a mobile for local business search is their need for fast information on the go.

“With the availability, speed and ubiquity of devices, as well as exploding access points for local business information, marketers are challenged with implementing a strategic local targeting program,” said 15miles president Gregg Stewart, in a written release. “As local-based applications and social networks become more refined, marketers need to employ a top-down approach to ensure that they are reaching their priority channels.”

Social Network Local Business Search Up 67 Percent

The report also finds that the use of social networks for local business search has increased 67 percent since 2010. Fully 35 percent of those who use social for local business search do so on a daily basis.

Despite widespread belief that daily deals are dying off, the report notes that 60 percent of respondents still use them, with 86 percent indicating they intend to use them in the future. Users reported a high level of satisfaction with daily deals sites, particularly with Groupon and Living Social, with 88 and 86 percent of respondents saying they were highly satisfied with the service, respectively.

Local Search Results Kill Paid Search Listings in Trustworthiness and Relevance

Basic business information including NAP – the company name, address, and telephone number – and are still the most critical data searchers are looking for, said the report. When asked which local search results or listings they believed most relevant, 61 percent of respondents considered local search results more relevant, compared to just 10 percent who answered paid search results.

Respondents also found local search results more trustworthy than paid search listings, at 58 and 9 percent, respectively.

“It has never been so easy for consumers to access and share meaningful local business information. This convenience is transforming the way users perform local searches. With the explosion of local information online, it has never been more important for businesses to get their core listings correct.” said Jeff Beard, president, Localeze, in a written statement. “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum while ensuring the sanctity of their business listings.”


See the full size infographic on Localeze.

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