Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SEARCH

M A R C H T LOCAL MEDIA USAGE
VARIES BY BUSINESS
MOBILE  

consumers are increasingly turning to
mobile devices in...
Upcoming SlideShare
Loading in …5
×

Consumers Increasingly Turn to Mobile & Varied Media Combinations in Last Mile

2,647 views

Published on

This infographic highlights results from the latest "Local Media Tracking Study," which measures how U.S. adults seek, discover and consider local business information in the last mile on the path to purchase.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Consumers Increasingly Turn to Mobile & Varied Media Combinations in Last Mile

  1. 1. SEARCH M A R C H T LOCAL MEDIA USAGE VARIES BY BUSINESS MOBILE consumers are increasingly turning to mobile devices in the last mile of the path to purchase, according to 2013 results from the Local Search Associations "Local Media Tracking Study" and other recent industry research. Depending on the business category. consumers are using vastly different combinations of local media to inform their purchasing decisions. CONSUMERS INCREASINGLY USE MOBILE DEVICES IN EACH SEGMENT OF THE LAST MILE 9 DEVICE USED TO SEARCH INTERNET FOR LOCAL PRODUCTS AND SERVICES OVERALL 2012 j/ — 2013 anal: COMPUTER l LAPTOP T 73. 25?; 61 NETBOOK l TABLET D it» COMPUTER! MOBILE PHONE! NETBOOKI 2OI2 LAPTOP SMARTPHONE TABLET ZOI3 SEARCH ENGINES INTERNET YELLOW PAGES COMPUTER/ LAPTOP — -9 812$ COMPUTER/ LAPTOP — 811$ 25% Z77; MOBILE PHONE/ SMARTPHONE MOBILE PHONE/ SMARTPHONE NETBOOKITABLET T NETBOOKITABLET DAILY DEALS RATINGSIREVIEW SITES 777.‘ 75?; 32?; 3272 MOBILE PHONEISMARTPHONE MOBILE PHONEISMARTPHONE IOTT, T H T NETBOOKITABLET - ,5’ NETBOOKITABLET - N SOURCLBURKE COMPUTER. ’ LAPTOP MOBILE PHONEI SMARTPHONE DEVICE PREFERRED WHEN LOOKING UP INFORMATION CONSUMERS USING AND TABLETS TO SEARCH FOR LOCAL PRODUCTS AND SERVICES ARE MORE LIKELY TO FOLLOW THROUGH WITH A PURCHASE THAN THOSE USING PCS/ LAPTOPS 9 PERCENTAGE OF SEARCHES THAT RESULTED IN A LOCAL PURCHASE PC/ LAPTOP MOBILE PHONE TABLET fl/ — —v— o E o 61 / .. :64/0 In El '1,’ '1,’ 1.: = T: = 13 Z ‘= ' 2 ‘~ ¢ s“ I: |I I: |I SOUREECDMSCDRE AP P PREFERRED PLATFORM WHEN USING SMARTPHONE MOBILE WEBSITE MOBILE APPLICATION 7 IN 10 ‘V ‘W O CONSUMERS PREFER M D B I L E PREFERRED PLATFORM WHEN usms TABLET W E B S I T MOBILE WEBSITE MOBILE APPLICATION I”E“R”3§§ “6E”v°IE°e"§ 29°/ o glglgggllllllllllllllllll‘ GENERALLY. CONSUMERS TURN TO A WIDE RANGE OF LOCAL MEDIA IN THE LAST MILE BEFORE PURCHASING A OR 9 LOCAL MEDIA SOURCE USED IN THE PAST WEEK STORE CIRCULAR! SEARCH EMAIL PROMOTIONI YELLOW PAGES ENGINE COUPON (PRINT 8. INTERNETI _/ _ —/ _ —'/ _ 497 287 257 O O O NEWSPAPERI RATINGS 8. SOCIAL DAILY MAGAZINE REVIEW SITES NETWORKS DEALS SUUKILEBUKKE BUT CONSUMERS TURN TO DIFFERENT COMBINATIONS OF LOCAL MEDIA DEPENDING ON THE BUSINESS CATEGORY THEY ARE EVALUATING LOCAL MEDIA SOURCE USED IN THE PAST WEEK — BY BUSINESS CATEGORY SOUREF BURKF SEEK DISCOVER CONSIDER T PRINT YELLOW PAGES INTERNET YELLOW PAGES SEARCH ENGINES STORE CIRCULAR I EMAIL PROMOTION I COUPON DAILY DEALS NEWSPAPERI MAGAZINE RATINGSI REVIEWS SITES SOCIAL NETWORK COMPANY WEBSITE RESTAURANTS PLUMBING CONTR. DENTISTS LANDSCAPING ATTORNEYS APPLIANCE REPAIR -> Consumers are increasingly searching the Internet via mobile devices including smartphones and tablets. at the expense of desktop/ laptop search. 9 The shift to mobile is changing how consumers navigate the Last Mile. In order to reach consumers, local businesses must invest in advertising solutions that span across devices. —> With mobile users more likely than desktop/ laptop users to follow through with a purchase, local businesses must have the tools in place to capture and convert transactions — or they will lose leads to their competitors. Since the majority of consumers prefer mobile websites to mobile applications, local businesses must invest in mobile-optimized websites, search visibility and other ways to reach potential customers. 9 Local businesses benefit from integrated advertising strategies that include local media most applicable to their business category. While consumers may favor a daily deal with one type of business, they may be more attracted to a print directory when searching for another business. ABOUT The Local Search Association is the largest trade organization of companies engaged in local advertising and marketing. For more information, visit localsearchassociation. org. MEI HODOLOGY The annual “Local Media Tracking Study, ” conducted by Burke, Inc. on behalf of the Local Search Association, measures how U. S. adults seek, discover and consider local business information in the last mile on the path to purchase. The study surveyed 8.001 U. S. adults age 18+ throughout 2013 and 8.009 U. S. adults age 18+ throughout 2012. The survey is conducted using an online panel (80% of respondents) and offline/ telephone survey (20% of respondents). The 7th annual "Local Search Study, “ conducted by comScore in partnership with Neustar’s Localeze and 15miles, measures consumer search behavior and media usage trends. The survey included a targeted sample of more than 3,000 users of local business Internet searches. The report, released in April 2014, leveraged both quantitative survey and behavioral data from comScore’s U. S. consumer panel.

×