6th Annual Local Search Usage Study
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6th Annual Local Search Usage Study

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15miles, the Local Search division of Geary LSF, along with Neustar Localeze produced the 6th Annual Local Search Usage Study, conducted by comScore. Here are the primary findings.

15miles, the Local Search division of Geary LSF, along with Neustar Localeze produced the 6th Annual Local Search Usage Study, conducted by comScore. Here are the primary findings.

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  • Survey questions: Q1 In general, what is the first thing you use when searching for local business information?*NOTE- Social Networking sites added in 2008, Consumer Rating/Review Sites added in 2011, Cell Phone/Wireless Device removed in 2011
  • Survey questions: Q2 How often do you use this source for local business searches?Make this everybody with the base ADD BOX NEXT TO THE 56% SAYING OF LOCAL SEARCH SITE USERS…..or whichever one I like most
  • 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
  • The first Smartphone in the US was a Kyocera device running Palm OS introduced in early 2001.The first iPad was released in April 2010.
  • Survey questions: Q5.1_NEW. How often would you say you search for local business information using each of the following devices?
  • Survey question: Q5. Overall, how often do you search for local business information online? Q5.1_NEW. How often would you say you search for local business information using each of the following devices? QNEW4. Compared to last year, would you say that you use the below device(s) more often, less often, or about the same to search for local business information?
  • Survey question: Q102C. Generally, at what point in your search for local business information do you use the below device(s)?EOPLE ARE LIKELY TO START AT PC, WHEN THEIR ON THE GO FINISH ON PHONE OR TAB
  • Survey question: Q102J. Using a 7-point scale where 1 is “Extremely Dissatisfied” and 7 is “Extremely Satisfied,” please indicate your satisfaction with searching for local business information on the below device(s) Q18. Did you ultimately find what you were looking for on << INSERT2>> during your last online local business search?
  • Survey question: Q35. Did you use any of the online consumer ratings and reviews information on <>? Q37 Have you submitted reviews online for local businesses? Q38b. How many online reviews have you submitted in the past 30 days?
  • Survey question: Q3e. If a local business has its information available on a social networking site, are you more likely to use the local business? Q3f. If one of your connections on a social networking site recommends a local business, are you more likely to use the local business?
  • Q2b. Search results for local businesses can be presented in two different ways: in the form of a traditional list, or on a map which shows results in conjunction with a map of where the businesses are located. The image below shows the difference between these two types of results. << INSERT IMAGE – Local_Search_Result_Comparison.jpg>> When you use <> for local business searches, do you generally view results in the form of a list or on a map?
  • Survey Question: QNEW20. How often do you use a navigation system? QNEW21. What type of a navigation system do you use? QNEW22. How important is availability of searchable “Points of Interest” in your navigation system to you?
  • Survey question: QNEW6. Do you actively use online or mobile search to find local sales, coupons, promotions and/or deals? QNEW8X3- How would you rate economic conditions today? QNEW8X4. Based on your current situation, which one of the following economic conditions most concerns you? (None of the above excluded)
  • Survey question: QNEW11. When purchasing daily deal offers, do you typically purchase from: QNEW11.1. Do you typically purchase daily deals from businesses you are familiar with, or do you tend to purchase daily deals from businesses you have not heard or before?
  • The Big Picture

6th Annual Local Search Usage Study Presentation Transcript

  • 1. Top Trends in 2013 and Beyond in Local SearchGregg Stewart, President 15milesBrian Wool, VP of Content Distribution, Neustar Localeze
  • 2. 2© comScore, Inc. Proprietary.PresentersBrian WoolVice PresidentContent DistributionNeustar LocalezeGregg StewartPresident15miles
  • 3. 3© comScore, Inc. Proprietary.comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global usersDesigned to be representative of the total online population.TRUSTe certified for information privacy & security.
  • 4. 4© comScore, Inc. Proprietary.
  • 5. 5© comScore, Inc. Proprietary.The Online Local Business RegistryFast, easy, cost effective way for businesses to manage their onlineidentitiesReseller programs to help your clients manage their local searchprofilesAccurate, consistent business identities for search & mobileplatforms
  • 6. 6© comScore, Inc. Proprietary.Introduction & BackgroundcomScore analyzed the behavior, attitudes, andintentions of online local business searchers.Study Design: Overall study design leverages both aquantitative survey and behavioral data from comScore’sU.S consumer panel.- Survey Design: The survey study consists of atargeted sample of over 3,000 users of local businessInternet searchers, broken into 3 search categories:Internet Yellow Pages, Local Search Sites, and PortalSearch Sites- Behavioral Data: comScore provides additionalanalysis of total web search activity, local web searchactivity, and local mobile content consumption.
  • 7. 7© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 8. 8© comScore, Inc. Proprietary.Decline of PC Search in the USSource: comScore qSearch 2.0 Total US Internet SearchersTotal US searches on the PC dropped 6% year-over-year to 26.7 billion inNovember 2012.Total Web Searches (Billions)Non-Local-4%y/y increaseLocal-18%y/y increase2,8482,9512,786 2,6812,8102,671 2,557 2,5652,6772,5112,3392,4332,348Dec-1129,54126,590Nov-1128,28725,43928,501Feb-12 Oct-12Jan-12 Jul-12Mar-12 Apr-12 Nov-1228,040Sep-12Aug-12Jun-12May-1229,53427,676 28,077 28,14929,93028,51026,24628,03126,72225,715 26,724 25,99925,005 25,52127,25325,359 25,58423,90825,598 24,374Non-Local SearchesLocal Searches*
  • 9. 9© comScore, Inc. Proprietary.Primary Source for Local Business Information33% 30% 28%23% 21% 19%30% 31% 31%33% 35% 36%17% 19% 21%22%15% 17%13% 11% 12%13%13% 13%1% 1%2%5% 5%2% 2%7% 7% 6% 8% 9% 9%2007 2008 2009 2010 2011 2012Print Yellow PagesPortal SitesIYP SitesLocal Search SitesSocial Networking Sites*Consumer Rating/Review Sites*Other-2+1+2---Search Engines are increasingly the most popular primary source of local businessinformation. Primary use of Local Search Sites remains stable wave over wave.Pt. ChangeSource: comScore custom research - 15miles/Localeze Local Search Usage Study-Primary Source for Local Business Information
  • 10. 10© comScore, Inc. Proprietary.Frequency of Local Business Searches on Primary SiteWhile local businesses searchers are less likely to use their primary source of localbusiness information on a weekly basis…−Social Networking Sites and Local Search Sites are the exception.Source: comScore custom research - 15miles/Localeze Local Search Usage Study69% 71%62%48%55% 52%45%56%41% 36%Search For Local Business Information Weeklyof those who primarily use site2011 2012 2011 2012 2011 2012 2011 2012 2011 2012Social NetworkingSitesConsumerRating/Review SitesPortal Sites Local Search Sites IYP Sites56% of those who identify Local Search Sites as theirprimary source utilized local sites weekly in 2012
  • 11. 11© comScore, Inc. Proprietary.All Sources of Local Business Information57%40%36%15%11%69%49% 48%16%12%Portal sites IYP sites Local search sites Social NetworkingsitesConsumerreview/rating siteAll Online Sources of Local Business Informationcombined Primary and Secondary2011 2012… local business searchers are using a greater variety of secondary onlinesources.The average searcher uses2.5 different type of sources!Source: comScore custom research - 15miles/Localeze Local Search Usage Study48% of people cite Local Search Sites as their primary orsecondary source for local business information in 2012
  • 12. 12© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 13. 13© comScore, Inc. Proprietary.Tablet Ownership Growth1 2 3 4 5 6 7 8 9 10 11 12Years Post Introduction40 MILLION100 MILLIONDeviceOwnersTablet ownership is growing at an unprecedented pace, far outpacingSmartphone ownership in it’s early years.It tookSmartphonesnearly a decadefrom their firstintroduction toreach 40 millionowners. Tabletshave crossed thatthreshold in onlytwo years sincethe launch of theiPadSource: Mobilens. comScore custom research 2012
  • 14. 14© comScore, Inc. Proprietary.27%52%0%10%20%30%40%50%60%%ofTotalUSMobileUsersSmartphone Penetrationof U.S. Mobile Phone OwnersMobile Phone Use in Local Business SearchSource: Mobilens. comScore custom research - 15miles/Localeze Local Search Usage Study61%86%39%14%2011 2012Dont Use Devicefor Local SearchUse Device forLocal SearchLocal Search on Smartphonesof local business searchers with SmartphonesSmartphone ownershipcontinues to increase.Additionally, an increasingportion of local businesssearchers with Smartphonesare using this device toconduct searches.+41%Increasefrom 201133%Y/Y Growth
  • 15. 15© comScore, Inc. Proprietary.Frequency of Online Local Business SearchesSource: comScore custom research - 15miles/Localeze Local Search Usage StudyFrequency of searching on mobile phones remains constant, while those withtablets are using the device for local search less frequently than last year.45% 43%29% 33%26% 23%2011 2012Weekly Less frequently Never64%48%25%36%11% 16%2011 2012PC/Laptop Mobile Phone Tablet49% 44%50% 53%1% 3%2011 2012Frequency of Online Local Business Searches on…of those with each device
  • 16. 16© comScore, Inc. Proprietary.Mobile Phone and Tablet Local Business Search Stage53%32% 33%10%20% 18%4%18% 18%33% 31% 31%PC/Laptop Mobile Phone TabletThroughout theentire processAt the endIn the middleIn the beginningStage of Local Business Search When Device is UsedPC/Laptops are primarily used in the beginning stages of a local businesssearch. In comparison, mobile phones and tablets are more likely to be used inthe middle or at the end of the process.Source: comScore custom research - 15miles/Localeze Local Search Usage Study
  • 17. 17© comScore, Inc. Proprietary.Search Success and Satisfaction by DeviceSatisfaction with local business search is high across devices, however adecrease in satisfaction correlates with an increase in the mobility of a device.1% 3% 1%32%43%38%67%54%61%PC/Laptop Mobile Phone TabletDissatisfied (Bottom 2 Box) Neutral Satisfied (Top 2 Box)Satisfaction with Local Business Search by DeviceSource: comScore custom research - 15miles/Localeze Local Search Usage Study
  • 18. 18© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 19. 19© comScore, Inc. Proprietary.Consumer Review Submission50%41%35% 36%17% 16%Used Consumer Ratings/Reviews Submitted Consumer Ratings/ReviewsActively search for local businesses on Social Networking SitesPassively search for local businesses on Social Networking SitesDo not search for local businesses on Social Networking SitesUse of Consumer Reviews by Engagement with Local Business Infoon Social Networking SitesLocal business searchers that interact with brands on Social Networking Sites aremore likely to use and submit consumer reviews.Source: comScore custom research - 15miles/Localeze Local Search Usage Study50% of people who actively search for local businesseson Social Networking Sites used consumer reviews.
  • 20. 20© comScore, Inc. Proprietary.The Influence of Social Networking Sites“Are you more likely to use a local business if aconnection recommends it?”55%40%21%29%23%31%0%10%20%30%40%50%60%70%80%90%100%Actively search on Social Networking SitesPassively search on Social Networking SitesYes No Dont Know“Are you more likely to use a local business if it hasinformation available on a social networking site?”58% 58%21% 17%20% 24%0%10%20%30%40%50%60%70%80%90%100%Actively search on Social Networking SitesPassively search on Social Networking SitesYes No Dont KnowPeople that actively use Social Networking Sites are influenced by brand marketingmore than passive users.Source: comScore custom research - 15miles/Localeze Local Search Usage Study
  • 21. 21© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 22. 22© comScore, Inc. Proprietary.Use of Map Results44% 43% 48%69%35%10% 17% 12%12%21%46% 40% 40%19%44%Internet Yellow Pages Local Search Sites Search EnginesConsumer Review/Rating SitesSocial Networking SitesList Map Use both equallySource: comScore custom research - 15miles/Localeze Local Search Usage StudyDo You Generally View Results in theForm of a List or a Map?by primary site used for local business searchMaps are heavily relied uponduring local business searches.Consumer rating and review sitesare the only online source that hasa majority of primary visitorsusing only list results.
  • 23. 23© comScore, Inc. Proprietary.Use of GPS Navigation SystemsNavigation System Ownership201237%33%21%11%5% 6%t have navigation systemStand alone navigation systemCame with mobile phoneCame with carApp on mobile phoneOtherSource: comScore custom research - 15miles/Localeze Local Search Usage StudyIn 2011, 43% of respondents did nothave a navigation systemIn addition to searching for map results online, many are finding local businessesbased on proximity through a navigation system.−An increasing portion of local business searchers own navigation systems. Theseindividuals believe searchable “Points of Interest” are an important function of the device.Importance of “Points of Interest”12% 11%26% 27%62% 62%2011 2012Important(Top 2 Box)NeutralNot Important(Bottom 2 Box)
  • 24. 24© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 25. 25© comScore, Inc. Proprietary.Use of Daily Deals and Opinions About the Economy60%52%2011 2012Use Daily DealsWhile there was a decrease in the use of daily deals, most respondents donot believe that the economy is in a good state. The most cited top economicconcern is rising prices.Source: comScore custom research - 15miles/Localeze Local Search Usage Study47%28%26%2012Good(top 2 box)NeutralPoor(bottom 2box)48%34%9%9%2012Realestate/homevaluesFinancialmarketsUnemployment/Job securityRising pricesPerception on Current State ofthe EconomyWhich Economic ConditionsMost Concerns You?
  • 26. 26© comScore, Inc. Proprietary.Daily Deal Repeat CustomerWhen Purchasing Daily Deal Offers, Do YouTypically Purchase From….?23%14%62%Purchase equallyfrom new andpreviously usedbusinessesBusinesses youwant to tryBusinesses youveused in the pastDo You Typically Purchase Daily DealsFrom Business You…?36%8%56%Equally from bothbusinesses you arefamiliar with andthose you are notHave not heard ofbeforeAre familiar withLocal business searchers do not have a preference for businesses they’ve visitedin the past versus businesses they would like to try when purchasing dailydeals.−Familiarity with the business also does not play a role in offer selection.Source: comScore custom research - 15miles/Localeze Local Search Usage Study
  • 27. 27© comScore, Inc. Proprietary.•State of Online Search•Search Methods by Search Category•Search Methods by Device•The Role of Peer Influence• Consumer reviews and Social Networking•Use of Maps•Daily Deals•AppendixAgenda
  • 28. 28© comScore, Inc. Proprietary.ObjectivesSurvey MethodologycomScore, in conjunction with Localeze and 15 Miles, designed on online surveyinstrument that focused on understanding the use and value of IYP, Print YP, Search, andmonitor shifts in consumer behavior and opinions.Respondents The target respondents were individuals who have conducted a local business search in thelast twelve months.comScore surveyed panel members and the general population via email and POPinvitations. 4,205 completed responses were collected. Respondents were categorizedbased on the site they used for their last online business search, and weighted onage, gender, and last site used to conduct a local business search.ResearchDesignTotal Yellow Page Sites Local Search Sites Portal SitesSample Size 3,146 394 875 1,614CategoryDefinition•SuperPages.com•Yellowpages.com(YP.com)•DexKnows.com•Yellowbook.com•Local.com•Google Local/Maps•Yahoo! Local•Bing Local•Citysearch.com•City.Ask.com/Maps.Ask.com•Mapquest.com•Yelp.com•Google.com•Yahoo.com•MSN.com/Bing.com•AOL.com•Ask.comTiming The survey was fielded December 4th, 2012 to December 14th, 2012.
  • 29. 29© comScore, Inc. Proprietary.Definition ofSearchBehavioral MethodologyOnline user interaction where the user is presented with a search resultpage - the search result page allows the user to refine or change searchparametersDefinition ofIYP/LocalSearchBusiness directory searches on internet yellow pages and local searchsites (traditionally two-box search)Search with local intent on a portal site (traditionally one-box search)comScore looks for the presence of certain keywords on the top portion ofthe search result page as a local identifier to determine if the searchengine presented local business listings.Definition ofPortal Searchwith LocalIntent“Local” Sites• Mapquest• Citysearch• Google Maps/Places• Bing Maps/Local*• Yahoo! Maps/Local“IYP” Sites• AOL Yellowpages• Superpages.com• Dexknows.com• Yahoo! Yellowpages• Yellowpages.com• Yellowbook.com•Google.com•Yahoo.com•Bing.com•AOL.com•Ask.comPortal Sites
  • 30. 30© comScore, Inc. Proprietary.Gregg Stewart203-451-6358Gregg.sSewart@15miles.comBrian Wool312-909-0769Brian.Wool@neustar.bizThank you forattending & contactus for more details onthe study.Questions?