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2012 Local Search Study Preview

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Presented at SMX West 2/28/2012

Published in: Technology, Business
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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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