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Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
Webinar: Local Search Usage Study 2010
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Webinar: Local Search Usage Study 2010

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This webinar, presented by TMP Directional Marketing and its interactive-services division 15miles, covers year-over-year changes in consumers' search behaviors and media usage. Our annual study, …

This webinar, presented by TMP Directional Marketing and its interactive-services division 15miles, covers year-over-year changes in consumers' search behaviors and media usage. Our annual study, which is conducted in partnership with comScore, assesses how local-business information is accessed on general- and local-search sites, Internet Yellow Pages, social networks, mobile devices and more.

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  • 1. Proprietary and confidential. Do not distribute. Local Search Usage Study (Wave 4) Gregg Stewart, President, 15miles Serge Matta, EVP, comScore, Inc. 1
  • 2. Proprietary and confidential. Do not distribute. Agenda Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A 2
  • 3. Proprietary and confidential. Do not distribute. Objectives & Methodology Study Objective To understand the use and value of IYP, Print YP, online and Mobile Search in the consumer shopping process for local information 3 *Survey was fielded in July 2010 and previous waves were fielded in May 2007, July 2008, and July 2009. Design • Consumer Survey −E-mail invitation to participate in the survey −Online survey structured to take approximately 15 minutes to complete −~4,000 completed responses collected, and grouped into three major site categories • Observed Online Behavior −Online behavior was based on a sample of one million consumers who agreed to have their online searches monitored anonymously.
  • 4. Proprietary and confidential. Do not distribute. Objectives & Methodology Definition of Local Search (as defined in the survey) “Local business information includes details such as the business name, phone number, address, hours of operation, specials, promotions, products carried, payment types accepted, etc.” 4 *Survey was fielded in July 2010 and previous waves were fielded in May 2007, July 2008, and July 2009. Site Categorization Local Search Sites • Google Local/Maps • Yahoo! Local • Bing Maps • Citysearch.com • City.Ask.com/Maps.Ask.com • Mapquest.com General Search Sites • Google.com • Yahoo.com • Bing.com • AOL.com • Ask.com Yellow Pages Sites • SuperPages.com • Yellowpages.com (YP.com) • DexKnows.com • Yellowbook.com • Yelp.com • Local.com
  • 5. Proprietary and confidential. Do not distribute. Agenda Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A 5
  • 6. Proprietary and confidential. Do not distribute.6 Total Searches (Billions) +14% Change vs. Jun-09 Source: comScore qSearch 2.0 Total US Internet Searchers Total US searches grew 14% year-over-year, reaching 24.9 billion in June 2010. US Search Growth
  • 7. Proprietary and confidential. Do not distribute.7 Growth Among Search Engines & Non-Search Engines Search Engines Non-Search Engines Total Searches (Billions) Growth from search engines are being outpaced by non-search engines • Driven by searches from portals, directories and social networking sites +9% +22% +13.8% Source: comScore qSearch 2.0 Total US Internet Searchers Change vs. Jun-09
  • 8. Proprietary and confidential. Do not distribute.8 US Non-Search Engine Growth Non-Search Engine Searches (Millions) -56% -8% +46% +210% +6% Source: comScore qSearch 2.0 Total US Internet Searchers Non-search engines show strong yearly search growth from June 2009, with leading growth rates for Facebook and Amazon Facebook site re-design Change vs. Jun-09
  • 9. Proprietary and confidential. Do not distribute.9 Local – A Place For Everyone Search and Social Get Local & Mobile Local tags Service Areas QR Codes
  • 10. Proprietary and confidential. Do not distribute. Trends To Watch • As local heats up – Google and some of the top social networking sites are making strides to own the local search space. 10 • The growth and popularity of non-search engine sites (i.e. Social), as well as the rapid adoption of Smartphone devices, has changed the way we search for local businesses and information.
  • 11. Proprietary and confidential. Do not distribute. Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A Agenda 11
  • 12. Proprietary and confidential. Do not distribute.12 Primary Source for Local Business Information Survey questions: Q1 In general, what is the first thing you use when searching for local business information? Print Yellow Pages Search Engines Internet Yellow Pages Local Sites Other (mobile, social etc) +1 +1 +1 +2 -5 Primary Source of Local Business Information
  • 13. Proprietary and confidential. Do not distribute. Primary Source for Local Business Information 13 Consumers in all age ranges now prefer to go online first – when looking for local business information
  • 14. Proprietary and confidential. Do not distribute.14 Primary Source by Demographic Age 18-24 25-34 35-44 45-54 55-64 65+ A print Yellow Pages or White Pages directory 9% 12% 20% 27% 34% 43% Local newspaper or magazine 2% 1% 2% 2% 3% 3% Directory Assistance (on the phone) 3% 2% 2% 2% 2% 2% Your cell phone or other wireless device (PDA) 3% 7% 3% 2% 1% 0% Search Engines (Google, Yahoo, MSN, etc.) 45% 36% 35% 29% 25% 22% Internet yellow pages sites (YellowPages.com, SuperPages.com, YellowBook.com,etc.) 15% 23% 24% 21% 21% 16% Local Search Sites (Google Maps, Yahoo! Local etc.) 15% 14% 11% 14% 11% 11% Social Networking Site (myspace.com, facebook.com, etc.) 6% 4% 2% 1% 0% 0%
  • 15. Proprietary and confidential. Do not distribute.15 Secondary Sources Count Too! Consumers reference up to 7.9 different media sources *Source: BIA / Kelsey, 2010 1: Refers to Local search sites and Internet Yellow Pages sites prior to making a purchase*. After referencing a Search Engine: 44% reference the Yellow Pages 38% Local Search Sites1 19% Newspapers 14% cell phone Only 14% of search engine users said they did not reference any other source Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3. Are there any other sources you use for local business information? Please select all that apply
  • 16. Proprietary and confidential. Do not distribute.16 Consumers reference up to 7.9 different media sources prior to making a purchase*. After referencing a Print Yellow Pages: 41% Search Engines & IYPs 32% Local Search Sites 23% Newspapers 14% Directory Asst. Only 15% of Print Yellow Pages users said they did not reference any other source *Source: BIA / Kelsey, 2010 Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3. Are there any other sources you use for local business information? Please select all that apply Secondary Sources Count Too!
  • 17. Proprietary and confidential. Do not distribute. 76% 67% 60% 47% 14% 9% 17 Search Engines and Print Directories remain the top combined primary and secondary sources of local business information Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3. Are there any other sources you use for local business information? Please select all that apply Combined Media Usage Print YP’sSearch Engines 80% 0% 40% 50% 60% 70% 10% 20% 30% IYP’s Local Sites Newspaper Directory Assist. Cell Phone Social 64% 62% 55% 41% 17% 10% 7% 23% 2010 2009 21% 16%
  • 18. Proprietary and confidential. Do not distribute.18 When looking at the YOY growth rate – It is easy to see the growing importance of local mobile and local social search Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3. Are there any other sources you use for local business information? Please select all that apply Combined Media Usage Print YP’sSearch Engines 80% 0% 40% 50% 60% 70% 10% 20% 30% IYP’s Local Sites Newspaper Directory Assist. Cell Phone Social 2010 2009 19% 8% 9% 15% -9% -6% 40% 28%
  • 19. Proprietary and confidential. Do not distribute. Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A Agenda 19
  • 20. Proprietary and confidential. Do not distribute.20 Local Search Share “Local” Sites • AOL Cityguide/Local • Mapquest • Ask.com Local • Citysearch • Google Maps • Bing Maps/Local* • Yahoo! Maps/Local IYP” Sites • AOL Yellowpages • Superpages Network • MSN Yellowpages** • RH Donnelley (Dex) • Yahoo! Yellowpages • AT&T Interactive Network (formerly Yellowpages.com Network) • Yellowbook Network Local sites now claim two-thirds of IYP/Local searches, growing from 51% to 68% year-over-year This large growth is mostly due to on-going development of Google Maps’ and Bing’s continued expansion *formerly MSN Maps/Local ** MSN Yellowpages Search traffic predominantly shifted to Bing in June 09 Source: comScore qSearch 2.0 Total US Internet Searchers
  • 21. Proprietary and confidential. Do not distribute.21 Local Search Share Local Search Market Share - 41% 10% 11% 9% 9% 9% 6% 1% 1% Although both Google and Bing have shown significant growth from 2009 to 2010 –Google clearly is the category leader
  • 22. Proprietary and confidential. Do not distribute. Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A Agenda 22
  • 23. Proprietary and confidential. Do not distribute.23 Social Network Searchers On Social Networking sites, local business information is frequently found on company brand pages (previously called “fan” pages) and through recommendations from connections. Survey questions: Q3D. When you use social network sites to search for local business information how do you find the information you are looking for?
  • 24. Proprietary and confidential. Do not distribute.24 Importance of Local Business information offered on Social Networking Sites Are you more likely to use a company if you can find their information on a Social Networking site? Q3E. If a local business has its information available on a social networking site, are you more likely to use the local business? Q3G: How important is it that a business offers the below information on social networking sites? Social Network Searchers
  • 25. Proprietary and confidential. Do not distribute. Usage of Consumer Ratings and Reviews Importance Of Consumer Ratings and Reviews Q35 Did you use any of the online consumer ratings and reviews information on <<site>>? Q36 How important are online consumer ratings and reviews to you in making your selection? Ratings & Reviews
  • 26. Proprietary and confidential. Do not distribute.26 Ratings & Reviews Over 40% of Social networkers and Mobile users, in addition to being more likely to use consumer reviews, are also more likely to write them. Q37 Have you submitted reviews online for local businesses? Q38B How many online reviews have you submitted in the past 30 days?
  • 27. Proprietary and confidential. Do not distribute. % of Respondents with Successful Visit (2010) Survey question: Q23 Which of the following activities did you do as a result of this online local business search? • Post search – the majority of consumers contact a business offline (phone call or in-store visit) • However, Mobile and Social network users are more likely to continue to research offline and online after their initial search Post-Search Activity
  • 28. Proprietary and confidential. Do not distribute. Additional Offline Research Q25 What additional offline resources did you use for research? Q24 What additional online resources did you use for research? 2010 experienced a notable increase in additional research, from friend and family member to other offline methods of research, specifically printed directories Additional Online Research Post-Search Activity
  • 29. Proprietary and confidential. Do not distribute. Q32 What factors contributed to your lack of satisfaction? Reasons for Lack of Satisfaction (Content) % of Dissatisfied Respondents • Social Networkers are dissatisfied as a result of not being able to find the business they were searching for as well as the accuracy of data found • Mobile users cited that there were not enough businesses listed Post-Search Activity 1 out of 6 searchers are not satisfied with their search results
  • 30. Proprietary and confidential. Do not distribute.30 Post Search Activity Number of Businesses Contacted Social networkers and Mobile users are more likely to contact multiple businesses than the average searcher 28% 48% 42% Q22B How many businesses did you contact as a result of you last online business search?
  • 31. Proprietary and confidential. Do not distribute.31 Purchase Activity Social networkers and Mobile users are more likely to make a purchase vs. general searchers 55% 67% 70% Survey question: Q26 Did you make a purchase from the local business? Post Search Activity
  • 32. Proprietary and confidential. Do not distribute. Objectives & Methodology Search Trends Study Findings • Growth of Local Search Sites • Social & Mobile Searchers • Mobile Search Trends Q & A Agenda 32
  • 33. Proprietary and confidential. Do not distribute.33 Mobile Search Trends • Smartphone users are 3x’s more likely to conduct local searches via their phones • Mobile searchers still prefer to search via their browser vs. other methods Search PreferencesSearch by Phone Type Survey question: Q102B1 When you use your mobile phone to get local business information, which is your preferred method to get the information? Survey question: Q101 Have you ever used your mobile phone to conduct a local business search, either through the Internet or using Directory Assistance?
  • 34. Proprietary and confidential. Do not distribute. • Overwhelmingly, the preferred mode to access local content remains the mobile browser, with over 29MM users in June 2010. • Downloaded applications once again shown the greatest growth in popularity, with 61 percent more users accessing local content via applications year-over-year in June 2010. 34 Mobile Search Trends Subscribers Accessing Local Mobile Content* by Access Method Three-Month Average Ending June 2010 vs. June 2009 Number of Mobile Subscribers (MM) Jun-09 Jun-10 Y/Y Percent Change Any Access Method 34.1 46.5 36% Browser 21.7 29.2 35% Application downloaded to phone 13.7 22.0 61% SMS 9.6 11.7 22% *Local content defined as searching for information on maps, movies, business directories or restaurants. Source: comScore MobiLens (US Mobile Subscribers Age 13+)
  • 35. Proprietary and confidential. Do not distribute.35 Among the various local content categories, the number of people accessing restaurant information and maps saw the greatest increases (over 45 percent), followed by online movies and online directories (42 and 25 percent, respectively). Growth in Local Mobile Content by Genre Three-Month Average Ending June 2010 vs. June 2009 Number of Mobile Subscribers (MM) Local Mobile Content Genre Y/Y Percent Change Online Directories 25% Maps 46% Restaurants 47% Movies 42% Source: comScore MobiLens (US Mobile Subscribers Age 13+) Mobile Search Trends
  • 36. Proprietary and confidential. Do not distribute. Summary of Findings The majority of local business searches are conducted online. 70% cited a website as their primary source of research, up 7 percentage points from 2009. • However, a well diversified media mix must now include social and mobile marketing: • Double digit growth in usage • Higher propensity to make a contact and a purchase post search • Growth in Smartphone adoption and usage of ratings & reviews • Although traditional channels like the printed Yellow Pages have dropped in usage as a primary source – their usage and value remains strong as a secondary source of local information.
  • 37. Proprietary and confidential. Do not distribute. Summary of Findings • 17% are dissatisfied with the information provided when searching online or via mobile for local businesses. The most common reason for dissatisfaction was an inability to find the desired business(es). • Post a local search - consumers are more likely than general searchers to make a contact or purchase. In the absence of a successful search 1 out of 3 consumers abandon their search.
  • 38. Proprietary and confidential. Do not distribute. Interested in our study? Download our whitepaper at: www.LocalSearchStudy.com Local Search Usage Study – Wave 4
  • 39. Proprietary and confidential. Do not distribute. Thank You. 39 Gregg Stewart Gregg.Stewart@15miles.com Serge Matta Smatta@comScore.com

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