Social, Local, Mobile trends are transforming search behavior for businesses. A study found that over half of mobile users' primary activity is search, and local searches on mobile have jumped 25% with 86 million Americans seeking local business info on their phones. 56% of local business searchers use sites weekly across devices. Mobile and tablet searches are skyrocketing, and successful mobile searches most often result in in-store visits. Google Maps and Facebook dominate for local search via apps and social media.

1. Social, Local, Mobile Trends Transform Search for Businesses
Neustar Localeze and 15miles Sixth Annual Study Finds Consumers’ Number One Activity on
Mobile Devices is Search
March, 28 2013 – Sterling, VA., –Never mind talking: For more than half of all mobile device
users, the number one function via their internet browser is search. In fact, in the past nine
months, the total number of visitors to search navigation sites conducted via mobile devices
has jumped by more than 25%, with local searches playing a particularly important role –
nearly 86 million people now seek local business information on their mobile phones in the
United States alone. More than half of those who conduct local business searches said they
use mobile phones for searching because they are on the move. In fact, 56% of those who
use local search sites primarily for local business information use these sites on a weekly
basis across all devices. That is just the tip of the iceberg uncovered in the Neustar Localeze
and 15miles Sixth Annual comScore Local Search Usage Study, which analyzes a target
sample of more than 3,000 users of local business Internet search.
“What we can clearly see is that the local search market is maturing – what we previously
described as a Social, Local and Mobile (SoLoMo) revolution is now embedded in consumer
behavior,” said Jeff Beard, Senior Vice President and General Manager, Neustar Localeze.
“Tablet adoption is growing at a blistering pace: It took smartphones nearly a decade to
reach 40 million users, while that number was crossed only two years after the iPad arrived.
This market is set to keep growing, and businesses need to fundamentally rethink the way
local customers are going to find them.”
Mobile and Tablet Searchers Continue to Sky-rocket:
The study demonstrates that the total number of U.S. searchers on mobile phones grew
steadily last year - from 90.1 million mobile phone visitors to search/navigation sites or apps
in March 2012 to 113.1 million in December 2012. Tablets also grew as a source for online
searches, with 19% growth between April 2012 and December 2012. Both mobile phone
and tablet searchers find accuracy of information to be more important than depth of
content. However, tablet searchers are placing more importance on depth of content over
time, while mobile phone searchers are placing less importance on this measure.
Additionally, mobile phone searchers are more likely to cite maps, driving directions and
distance as key information, while tablet searchers are more likely to find consumer reviews
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2. and online promotions most helpful.
Successful local business searches conducted via mobile phones are most likely to result in
an in-store visit when compared to the outcomes of searches conducted on other devices.
Online mobile phone and tablet searchers, however, are more likely to continue searching
and conduct multiple searches than PC/laptop users. Even more significantly, local business
searchers using a mobile phone or tablet have a 78% and 77% likelihood, respectively, to
make a purchase as a result of their last search, with tablet searchers skewing toward more
expensive purchases.
Search via Apps is on the Rise – Facebook and Google Maps Dominate:
The study also offers a telling glimpse into other current trends, from application usage to
social media. Application-based local search nearly doubled in just the past two years,
significantly outpacing the SMS and browser markets. More specifically, of the mobile
phone searchers who said they use applications to search for local businesses, 35% use
Google Maps. Finally, turning to social media, 92% of those who searched for local business
information on social networking sites from all devices used Facebook for that purpose in
2012.
What are Consumers Searching for?
There are also clear patterns in the choice of local search categories. The healthcare
industry in particular needs to take note: pharmacies lead the pack with 86% of consumers
looking for a specific pharmacy, while doctors and hospitals rank second with 75%. Banking
and finance are not far behind (69%), followed by restaurants (65%). In fact, 23% of those
surveyed said the last local business they searched was a restaurant.
"The greatest impact of the Internet is to offer access to information on a global scale, yet
it’s equally important in driving business at the neighborhood level,” said Gregg Stewart,
President, 15miles. “Consumers now expect accurate, easy-to-absorb information on local
businesses on a variety of computing platforms, and those companies that can adapt to this
new world have the most to gain.”
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3. For more information on the survey, click here.
Methodology
The Neustar Localeze and 15miles Sixth Annual comScore Local Search Usage Study consists
of a targeted sample of more than 3,000 users of local business Internet searchers, broken
down by three search categories: Internet Yellow Pages, local search sites, and portal search
sites. The report leverages both the quantitative survey and behavioral data from
comScore’s U.S. consumer panel.
About 15miles
15miles, the local search division of Geary LSF Group, is a leader in local, mobile and social
marketing solutions for national and regional brands. Applying the management team's
proven expertise and rich history in local search marketing to its services, 15miles offers a
variety of solutions that includes social marketing, search engine optimization, pay-per-click
advertising, website design and development, Internet yellow pages, local business listing
management and mobile solutions. For more information, please visit www.15miles.com or
www.gearylsf.com.
About Neustar
Neustar, Inc. (NYSE: NSR) is a trusted, neutral provider of real-time information and analysis
to the Internet, telecommunications, information services, financial services, retail, media
and advertising sectors. Neustar applies its advanced, secure technologies in location,
identification, and evaluation to help its customers promote and protect their businesses.
For more information, visit www.neustar.biz. and www.neustarlocaleze.biz.
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