Localeze: US Local Search Research

Socail, Local, and Mobile are working together to promote the rise of local search and bring new marketing opportunities to businesses. The following figure is the local search usage research report released by Localeze/15miles Fifth Annual comScore in the United States

1. Mobile: New Neighborhood Map

When users are on the move, they search to get relevant, immediate results, and they can access business information anytime and anywhere.

The reason people search for local services on mobile devices is the need for quick information while on the move; 49% of users use apps to search for local information

Mobile phones and tablets play a major role in the user acquisition of local services in the early (searching for information) and middle (decision-making) stages, with 22% of mobile phone users and 24% of tablet users saying their devices are used throughout the process.

61% of smartphone users search for local service information while on the move; 38% of tablet users search for more comprehensive information through tablet devices; 72% of smartphone users and 86% of tablet users purchase goods

2. Social: User-defined local search

When choosing where to shop, eat and get local services, users rely on user reviews, group buying and social media

Since 2010, searches for local services on social media have increased by 67%; 35% of people primarily search for local information through social media; 63% of local searchers on social media prefer to choose businesses with a social presence;

60% of local search users use group buying websites, and group buying website users are satisfied with the services they receive

Local searchers are increasingly turning to user reviews, with 15% of local searchers using social media to complete their searches.

3. Action: Local Search and Commerce

61% of local search users believe that local search is more accurate, and 58% believe that the information is more reliable

49% searched without knowing any merchants, and product searches increased by 61%

Business opportunities = local + mobile + social + search