Local Search Usage Study: Great Data for Marketing Businesses Online

15miles, the local, mobile and social marketing division of TMP Directional Marketing (TMPDM), recently published the findings of its fourth annual Local Search Usage Study, conducted by comScore. The data outlines the growing importance and usage of social networks and mobile search in the consumer business selection and shopping process.

The study shows:

  •  Seventy percent of respondents indicated that search engines, online Yellow Pages or social networks are their primary sources of local business information.
  • Search engine queries continued to increase at a strong rate with nine percent year-over-year growth. Non-search engine queries (Facebook, craigslist, etc.) grew at 22 percent
  • Of local business searchers who use social networks (nine percent), 93 percent responded that they use Facebook for finding local business details.
  • Sixty-nine percent of respondents are more likely to use a local business if it has information available on a social network. When using social networks, consumers most frequently find local business information on a company’s brand page (56 percent), followed by recommendations from connections (55 percent)

Social Network Users

  • Social network and mobile users are more likely to use and write user reviews. Over 40 percent have submitted between two and five reviews in the past 30 days. 81 percent believe that it is important for local businesses to respond to questions and complaints on social sites.
  •  78 percent want special offers, promotions and information about events.
  • 66 percent think that company photos are important.

Mobile Users

  •  Of local business searchers with Internet-capable phones, 39 percent have researched a local business from the mobile Internet.
  • Smartphone owners are nearly three times more likely than standard cell phone owners to conduct local searches on their devices (59 percent versus 23 percent respectively), and 66 percent prefer to conduct those searches via mobile browsers or apps.

The Survey

15miles’ Local Search Usage Study was conducted by comScore in July 2010, based on data from 4,000 online surveys together with observed behaviors of one million consumers who agreed to have their online searches tracked anonymously.

Gregg Stewart from TMP Directional Marketing and Serge Matta from comScore will present a free webinar about the 2010 Local Search Study on Wed, Oct 27, from 2-3 p.m. EDT.