5th Annual Local Search Usage StudyPrepared by comScore, Inc.                                      February, 2012
Introduction & Background          comScore analyzed the behavior, attitudes, and           intentions of online local bus...
Key Findings1. The explosion of tablets and mobile is reshaping local   search and buying behavior2. Consumers are increas...
Explosion of Mobile, Tablets Shapes LocalSearch & Buying Behavior
Mobile Phone Use in Local Business Search 55%                                                                             ...
Local Business Search Device ChoiceBecause tablets are easily used throughout the entire local business searchprocess, tab...
Purchase Rate by DeviceDue to the on-the-go local nature of mobile searches, mobile phone and tablet users havemore of an ...
Frequency of Online Local Business Searches  Tablet owners are the most active local business searchers – more than 64% us...
New Methods of Finding Local BusinessInfo Including Social Media and Daily Deals
Use of Social Networking Sites for Local SearchUse of Social Networking Sites for local business searches has increased 67...
Daily Deal Repeat CustomerMost daily deal users return to businesses they have visited in the past.Additionally, they have...
Satisfaction with Daily Deal SitesAnd, overall satisfaction with the deals purchased remains high.                        ...
Consumer Review SubmissionSocial network local business users are heavily engaged in social aspects of localbusiness searc...
Local Listings Most Relevant and TrustedSearch Results
Expected Features and Information by SiteWhen searching online for local businesses, basic business Name, Address, PhoneNu...
Local Search Results – Most Relevant and Trustworthy               Opinion on Search Results     Most relevant results    ...
The Influence of Social Networking SitesSocial networking sites influence local business decisions. Users are more likely ...
Discovery SearchMore local business searches are conducted without a specific business in mind, onceagain showing that mor...
Questions?Mike Pycha                                       Gregg StewartSenior Director Business Development, Channels   P...
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2012 Local Search Study Preview

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Presented at SMX West 2/28/2012

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  • Read out and define site types
  • SoLoMo – gaining traction, many diversified sources
  • The #1 reason for using a mobile device for a local business search is the need for fast information.Mobile users are more likely than PC users to purchase a product after searching.Users prefer tablets for doing more complete and comprehensive local business searches.Tablets are used throughout a local business search and lead to a higher likelihood of making the purchase.
  • Smartphone users fast action, tablet users more reflect a desktop user – whole purchase process
  • Important to note, user demography is at play here – tablet owners are more upscale than general population
  • Direct reflection of ease of use and accessibility of data from browsers and apps.
  • 35% of individuals that primarily use social networking sites for local search do so on a daily basis. Daily deal businesses are seeing repeat customers.Local business search users are still heavily engaged with social local content through usage of consumer reviews – both contributing and using the consumer-generated content.
  • Local business searchers do not believe paid search results are relevant and trusted.Social networking sites influence local business search decisions.Discovery searches are still important – non-specific local searches up 4% since 2010.
  • Local business searchers do not believe paid search results are relevant and trusted
  • Social is becoming ubiquious
  • Category representation vitally important shifting from finders to shoppers. This requires advertisers to develop compelling sales stories beyond NAP.
  • 2012 Local Search Study Preview

    1. 1. 5th Annual Local Search Usage StudyPrepared by comScore, Inc. February, 2012
    2. 2. Introduction & Background comScore analyzed the behavior, attitudes, and intentions of online local business searchers. Study Design: Overall study design leverages both a quantitative survey and behavioral data from comScore’s U.S consumer panel. -Survey Design:The survey studyconsists of a targeted sample of over 4,000 users of local business Internet searchers, broken into 3 search categories: Internet Yellow Pages, Local Search Sites, and Portal Search Sites -Behavioral Data: comScore provides additional analysis of total web search activity, local web search activity, and local mobile content consumption. V1011
    3. 3. Key Findings1. The explosion of tablets and mobile is reshaping local search and buying behavior2. Consumers are increasingly engaging in new methods to find local business information like social media and daily deals3. Local listings are the most relevant and trusted search results
    4. 4. Explosion of Mobile, Tablets Shapes LocalSearch & Buying Behavior
    5. 5. Mobile Phone Use in Local Business Search 55% Local Search UsageY/Y Growth Smartphone Penetration, U.S. Mobile 45% Phone Owners 42% 40% 39% Dont Use Local % of Total US Mobile Users Search 35% 30% 27% 25% Use Local 61% Search 20% 15% 42% of mobile phone 10% owners have a Smartphone 5% smartphone Owners 0% 61% of smartphone owners conduct local business searches from their phone comScore Mobilens U.S, Dec’11
    6. 6. Local Business Search Device ChoiceBecause tablets are easily used throughout the entire local business searchprocess, tablet users believe they can find more complete information on this device. Mobile Phone Tablet Reasons for Choosing Device for Local Business Searches As smartphone technology allows for location-60% based services, many mobile users engage with search on their devices due to the on-the-go 51% necessity for local information.50% 40% 39% 38%40% 37% 36% 34% 33% 32%30% 25% 22% 21%20% 15% 15%10% 4% 1% 0% Need Its easy Can find More Can find more Its inexpensive Other None of the information on information opportunities to complete Above the go quickly use this device information
    7. 7. Purchase Rate by DeviceDue to the on-the-go local nature of mobile searches, mobile phone and tablet users havemore of an opportunity to purchase shortly after search and are more likely to make apurchase after searching for a local business on device. Made Purchase Amount Spent on Purchase 10% 7% 12% 86% 32% 32% 38% 22% 26% 72% 26% 58% 21% 22% 11% $500+ $100-$499 $50-$99 46% 51% 45% $1-$49 All Mobile Phone Tablet All Mobile Phone Tablet
    8. 8. Frequency of Online Local Business Searches Tablet owners are the most active local business searchers – more than 64% use weekly for local search. Frequency of Online Local Business Searches Change in Device Usage in Past Year100% (Among Mobile and Tablet Users) 1% 100% 11% 9% 7%90% 21% 90% 26%80% Never 80% Less often 50% 25% 36% than last70% 70% 48% year60% Less than 60% 42% 29% About the once a week 22% same as50% 50% Once a week last year40% 20% 40% 18% More often30% 15% A couple of 27% 30% 57% than last times a week 44% year20% 20% 20% Every day 19% 16%10% 10% 16% 6% 9% 8% 0% 0% Overall PC/Laptop Mobile Tablet Mobile Phone Tablet Phone Tablet users are the most active. Most tablet users conduct local business searches at least once a week. This is more frequently than PC/Laptop users and Mobile Phone users.
    9. 9. New Methods of Finding Local BusinessInfo Including Social Media and Daily Deals
    10. 10. Use of Social Networking Sites for Local SearchUse of Social Networking Sites for local business searches has increased 67% since 2010.Facebook proves to be the Social Networking Site most frequently used to find localbusiness information. Overall Use of Social Networking Sites to Search Social Network Sites Used in 2011 for Local Business (Primary and Secondary Source) 100% 91% 90% In 2010, 93% cited 15% using Facebook. 47% 80% used MySpace. 70% 60% 50% 9% 37% 40% 30% 7% 30% 25% 20% 14% 11% 10% 4% 3% 0% 2008 2009 2010 2011* Response Added in 2011
    11. 11. Daily Deal Repeat CustomerMost daily deal users return to businesses they have visited in the past.Additionally, they have or intend to purchase multiple daily deals from the same site. Typical Business Purchased From Purchased Multiple Daily Deals from Same Business 15% Purchase equally from new and Do no intend to do 53% previously used so businesses 41% No, but plan to do New customer so 17% Yes Old customer 45% 31%
    12. 12. Satisfaction with Daily Deal SitesAnd, overall satisfaction with the deals purchased remains high. Satisfaction with Daily Deal Sites (Top 2 Box Rating on 5 Point Scale) 93% 93% 93% 92% 92% 91% 90% 89% 89% 89% 88% 88% 87% 86% 86% 84% 84% 83% 78%
    13. 13. Consumer Review SubmissionSocial network local business users are heavily engaged in social aspects of localbusiness search through profound usage of and contribution to consumer reviews sites. Use of Consumer Submit Consumer Number of Reviews Submitted in Ratings and Reviews Reviews Past 30 Days All All Social Network Local Social Networker Local 11% Business Users Business Users 27% More than 10 52% 14% 49% 45% 55% 6-10 38% 20% 76% 31% 2-5 29% 27% 23% 23% 30% 22% 1 13% None 22% 10% 2010 2011 2010 2011 All Social Networkers
    14. 14. Local Listings Most Relevant and TrustedSearch Results
    15. 15. Expected Features and Information by SiteWhen searching online for local businesses, basic business Name, Address, PhoneNumber (NAP) information is still the most critical search data. 72% 67% 67%68% 67% 67% 67% 66% 64% 64% 62% 58% 53% 50% 48% 46%46% 46% 45% 46% 44% 42% 41% 41% 39% 40% 39% 36% 35% 35% 35% 34% 34% 33% 32%32%32%33% 31% 30% Phone number Address Hours of Website Maps Driving Distance to the Consumer Promos/online Methods of operation directions business ratings/reviews discounts payment accepted All IYP Local Portal
    16. 16. Local Search Results – Most Relevant and Trustworthy Opinion on Search Results Most relevant results Most trustworthy results 61% 58% 31% 27% 10% 9% Local business searchers do 2% 2% not believe paid results are relevant or trustworthy. Local search Natural search Paid search Paid results results results results
    17. 17. The Influence of Social Networking SitesSocial networking sites influence local business decisions. Users are more likely to usea local business if its information is available on a social networking site. “Are you more likely to use a local business if it has “Are you more likely to use a local business if a information available on a social networking site?” connection recommends it?” Yes No Dont Know Yes No Dont Know 100% 100% 18% 14% 12% 90% 18% 90% 80% 80% 12% 15% 14% 19% 70% 70% -2 60% 60% -6 50% 50% 40% 40% 69% 74% 72% 30% 63% 30% 20% 20% 10% 10% 0% 0% 2010 2011 2010 2011 Pt. Change
    18. 18. Discovery SearchMore local business searches are conducted without a specific business in mind, onceagain showing that more research is being done online early in the search process. Search Type By Site 42% 41% 38% 45% 43% 47% 43% 47% 46% 49% 48% 53% Non- Specific Business Search Specific Business 58% 59% 62% 55% Search 57% 53% 57% 53% 54% 51% 52% 47%All - 2009 All - 2010 All - 2011 IYP - 2009IYP - 2010IYP - 2011 Local - 2009 Local - 2010 Local - 2011 Portal - 2009 Portal - 2010 Portal - 2011
    19. 19. Questions?Mike Pycha Gregg StewartSenior Director Business Development, Channels PresidentLocaleze 15miles703.272.6267 855.515.0015 x501mikepycha@localeze.com gregg.stewart@15miles.com

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