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Understanding Consumers' Local Search Behavior [Infographic]


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Four in five consumers want search ads to be customized to their city, zip code or immediate surroundings. That's one of the insights from new research on local search conducted by Ipsos MediaCT and Purchased¨. Google commissioned these studies of 5,000+ U.S. smartphone users to find out more about their behavior during local search-searches aimed at finding products or services nearby. Participants voluntarily completed an online survey or logged their smartphone search and in-store activities via a mobile diary. This infographic highlights the key findings.

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Understanding Consumers' Local Search Behavior [Infographic]

  1. 1. UNDERSTANDING CONSUMERS’ LOCAL SEARCH BEHAVIOR consumers use search engines to find local information. say it's important to have directions and a call button in ads. >70% smartphone50% computer/tablet smartphone computer/tablet 34% *Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014. Respondents were screened on smartphone usage and purchase behavior. search on smartphone search on computer/tablet 88% 84% 4in5 consumers want ads customized to their city, zip code, or immediate surroundings. 4in5 33% 12% Restaurant/ Bar Consumers search for local information from a variety of places places, including: % of consumers who visit a store within a day of their local search: of local smartphone searches led to a purchase within a day. 18% Every day, people search for things nearby by conducting local searches—these are searches for products or services near where they happen to be. Research on U.S. smartphone users shows that local searches happen everywhere, on every device, and present unique opportunities for Google advertisers to reach consumers.* Advertiser Implication Tailor your ad copy for the variety of locations and contexts in which your consumers are searching. Advertiser Implication Feature your address and directions in your ads across smartphone and computer/tablet. Advertiser Implication Use radius bidding to reach consumers near stores and build an attribution model for local searches. Advertiser Implication Use location bid adjustments to fine-tune bids for specific areas, likes cities or zip codes. On smartphones: search for business hours 54% search for directions to a local store 53% search for local store address 50% 53% 76% Home 41% 15% In-Store 33% 24% Workplace 51% 16% On the go (car, bus, etc.) Ad Mexican Restaurant