Consumers’ local search habits are getting more sophisticated than ever. Competition is fierce, and businesses need to be prepared with the right information and experience their customers are looking for on all types of devices from smartphones, tablets to PC/laptops. Discover findings from the 8th annual Search Survey from Neustar and comScore that will showcase why: • Mobile Usage is Increasing for Consumer Search • Local Search Sites & Engines Are Important Consumer Tools • 'Local' Search Results Are Preferred

1. GETTING YOUR
CUSTOMERS FOUND IN A
CROWDED MARKETPLACE
December 11, 2015
Mumbai, India – HostingCon India
Copyright © 2015 Neustar, Inc. All Rights Reserved

2. WHAT ARE YOUR CUSTOMERS LOOKING FOR?
‣ A credible online presence to interact with
customers
– Domain name, website builders, hosting, etc.
‣ A meaningful and memorable digital brand that tells
people what they are about
– Marketing and SEO tools, brand consultancy
‣ Tools to ensure they are found both online and
offline
– Local business listing services, maps, mobile website builders
‣ Profit, profit, profit!
Copyright © 2015 Neustar, Inc. All Rights Reserved

3. Copyright © 2015 Neustar, Inc. All Rights Reserved 3
Whether your customers run a start-up in their
basement, a small business, or a multi-billion-
dollar corporation – they need a meaningful,
memorable digital brand that tells people who
they are, what they’re all about and how to be
found online and offline.

4. 4
LOCAL SEARCH FINDINGS
• Mobile Usage is Increasing
• Online U.S. consumers are not only searching more frequently, but
performing more searches on a wider variety of websites.
• Local Search Sites & Engines Are Important Consumer
Tools
• For local business search, these two online info sources beat out all
other categories, and what content they contain about a business
highly influences a consumers’ selection
• Searchers expect different info based on their motivation, goals, and
category searching for
• ‘Local’ Search Results Are Preferred
• When offered a choice, local results are the most trusted and relevant.

5. 5
KEY STUDY HIGHLIGHTS
• Over two thirds of online local searchers consider local search results more
relevant and trustworthy than paid or natural results.
• Less than one in five of those who use local search sites for local business
searches utilize the map alone.
• Half of local searchers had a specific business in mind when they searched.
• Among those who most commonly search for restaurants, four out of five
say ‘hours of operation’ is one of the top three most important pieces of
information on a map.

6. THE STATE OF ONLINE
SEARCH
comScore Syndicated Products

7. © comScore, Inc. Proprietary.
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• While three in four Internet users now own a smartphone, tablet ownership has also risen to
over 100 million devices in the U.S.
Tablet & Smartphone Ownership Growth
Source: comScore MobiLens and TabLens, U.S., 2000-2015
0
20
40
60
80
100
120
140
160
180
200
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
NumberofDeviceOwners
InMillions
Number of U.S. Smartphone and Tablet Owners
+13%
vs. YA
+12%
vs. YA
187 MILLION
75% PENETRATION
100 MILLION
40% PENETRATION
Mar. 2015

8. © comScore, Inc. Proprietary.
8
Mobile usage in India
expected to continue to
explode
Local search statistics and
trends will be increasingly
important for small & medium
businesses
Growth of Mobile Users in India

9. © comScore, Inc. Proprietary.
9
M-Commerce has attained a more meaningful share of total e-Commerce dollars,
with the 2014 holiday season looking like a potential inflection point.
1.8%
2.4%
3.6%
5.8%
6.6%
8.8% 9.0% 9.3%
8.1%
9.8%
11.3%
10.5%
8.6%
10.8%
11.7% 11.5% 11.1% 11.1%
13.0%
15.4%
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
M-Commerce Share of Total Digital Commerce Dollars
Source: comScore m-Commerce Measurement

10. © comScore, Inc. Proprietary.
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Billions($)
+23% +48% +18% +27%
Increase YoY
$5.9
$4.7
$5.8
$8.3
$7.3 $6.9 $6.8
$10.7
Q1 Q2 Q3 Q4
2013 2014
Source: comScore m-Commerce Measurement
M-Commerce Mobile Retail Commerce Dollar Sales
Source: comScore m-Commerce Measurement
• Mobile e-Commerce (smartphone + tablet) reached $10.7 billion in Q4 2014, up 27% vs. YA.
Growth in Mobile Commerce

11. © comScore, Inc. Proprietary.
11
• As consumers shift their digital activity to mobile, growth in the search market is being driven by
both smartphones (+17% y/y) and tablets (+28% y/y), as measured by the # of searches performed.
Growth of Search by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014
-1%
17%
28%
Y/Y Growth in Total Searches by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014
* Data based on “web searches,” which are traditional blue link searches occurring on both web or
mobile app. Does not include other types of searches such as map search.
45.7 45.5 10.8 12.6 4.6 5.9
Total Web
Searches (Billions)
Desktop Smartphone Tablet

12. © comScore, Inc. Proprietary.
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• Though overall visitation to search sites has grown on all three platforms, the number of
visitors from mobile devices has grown at more than double the rate of PC in the past year.
The Growth of Mobile Search in the U.S.
Source: comScore Mobile Metrix Trend
Total PC/Laptop Visitors to Search/Navigation Sites (Millions)
203.3 212.6
126.9 142.9
37.3
40.1
Mar-2014 Mar-2015
Tablet Searchers Smartphone Searchers PC Searchers
Tablet: +8% YoY
Smartphone: +13% YoY
PC/laptop: +4% YoY

13. DEVICES USED
WHEN
SEARCHING
Custom Survey
52
% of online local searchers
who say it is very important
that local businesses offer
mobile optimized versions of
their websites*
* QNEW5C. Using a 7-point scale where 1 is “Not at all important” and 7 is “Very important,” please indicate
how important it is that local businesses offer mobile optimized versions of their website.

14. CONSUMER BEHAVIORS:
LOCAL SEARCHES
Custom Survey

15. © comScore, Inc. Proprietary.
15
56%
16%
9% 9%
3% 2% 1% 1%
Search engines Local search
sites
A print Yellow
Pages or White
Pages directory
Internet Yellow
Pages sites
Local
newspaper or
magazine
Social
networking
sites
Consumer
rating/review
sites
Directory
assistance (on
the phone)
Online Local Searchers
(n=2712)
• Search engines are the most popular primary source of local business information, a finding echoed by
previous research, with local search sites the second most used resource.
Consumers’ Primary Source for Local Business Information
Q1. In general, what is the first thing you use when searching for local business information?
Primary Source for Local Business Information

16. © comScore, Inc. Proprietary.
16
51%
30%
19%
Among Those Who Use
Local Search Sites (n=1076)
Accessed Via
Mobile ONLY
Accessed Via
Desktop/Laptop
AND Mobile
Accessed Via
Desktop/Laptop
ONLY
• Almost half of local business searchers who used local search sites accessed them via mobile, with
about one in five solely using mobile for access.
Trended Results: Devices Used When Conducting Local Business Searches
("Other method", accounting for <5%, excluded from proportion).
QNEW1. Primarily, how do you access <<INSERT1>> for your local business searches?
QNEW2. How have you accessed these sources for your local business searches?
Among Those Using Local
Search Sites For Local
Business Info…
49% used mobile
in 2015
25% used mobile
in 2013
75%
17%
8%
Among Those Who Use
Local Search Sites (n=2803)
2013 2015
24 point increase
over 2 years

17. HOW LOCAL
SEARCHERS SELECT A
BUSINESS
Custom Survey

18. © comScore, Inc. Proprietary.
18
5% 7%
72%
67%
23% 26%
"The most relevant results" "The most trustworthy results"
Paid search
results
Local search
results
Natural search
results
QNEW17. When looking at your search results, what section of the page do you find to have the most relevant results?
Please use the picture below as a reference.
QNEW18. When looking at your search results, what section of the page do you find to have the most trustworthy results?
Perception of Relevance and
Trustworthiness of Search Results
Opinions on Relevance and Trustworthiness of Search Results
• Local business searchers prefer local and natural search results to paid search results.
• Local search results are considered the most relevant and trustworthy.
Among Those Using Search Engines For Local Business Info (n=2143)

19. © comScore, Inc. Proprietary.
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• Hours of operation were the most important elements of a map, followed by ratings and reviews.
Most Important Pieces of Info On A Map
Q2C - When clicking, touching, or hovering over search results shown on a map, which pieces of information are the most
important?
Most Important Pieces of Info On A Map
Among Online Local Searchers Primarily Searching an Online Source (n=2270)
73%
51%
42%
33%
33%
13%
9%
5%
5%
10%
Hours of Operation
Ratings & Reviews
Special offers & coupons
Website URL
Major product or service brands
Nearest available parking
Free Wi-Fi availability
Mobile App available
Facebook, Twitter
I do not look at search results on maps

20. © comScore, Inc. Proprietary.
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• Local searchers expect hours of operation to be the most commonly provided element of info during
their local search.
• Hours of operation are noted as the most helpful feature in selecting a business during a local search.
What Information Is Expected & Which Influence Selection
Q39. What information do you expect to find when searching for local businesses online? Please select all that apply.
Q21. What features provide you the help needed to select a business? Please select all that apply.
76%
71% 68%
53%
48% 45% 44% 41% 39% 37%
61%
52%
40%
36% 34%
40%
34% 35%
41%
21%
Hours of
operation
Address of the
business
Telephone
number of the
business
Business
website
Map of the
business
location
Consumer
ratings and
reviews of
business
Driving
directions to
and from
business
Promotional
offers/online
discounts
Distance
between my
location and
the business
Methods of
payment
accepted
Expected Information When Searching
Feature That Helps to Select A Business
Types of Information & Their Usefulness
Online Local Searchers (n=2712)

21. © comScore, Inc. Proprietary.
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• Restaurants are the most common local search category, with more than half of respondents stating
they commonly conduct local business searches for restaurants.
Types of Local Businesses Searched
Q13A. Look at the below list and select the types of business you typically search for when conducting a local business
search. Please indicate the most common business you search, and all others that you commonly search for.
Type of Businesses Commonly Searched For
57%
27%
24%
24%
23%
23%
22%
21%
18%
18%
14%
13%
Restaurants
Arts and Entertainment
Hotels and Travel
Clothing & Accessories Stores
Auto repair/service/dealerships
Department Stores
Home Services
Doctors & Hospitals/Clinics
Professional services
Banking & Finance
Gas Stations
Beauty/Personal Grooming
Online Local Searchers (n=2712)
34% say
restaurants is their
most common
search

22. SO WHAT?!
India’s (like the US) mobile usage and local search
is exploding
Are your products and services ready to support
your future customers?
Do you provide business listing services for your
customers and clients?

23. ARE YOU READY?
Copyright © 2015 Neustar, Inc. All Rights Reserved 23

24. Copyright © 2015 Neustar, Inc. All Rights Reserved
THANK YOU!
Crystal Peterson
Director, Registry Services
Crystal.Peterson@neustar.biz
24