Press Release: Local Search Usage Study
This press release documented the results of an annual study conducted by TMP Directional Marketing/15miles and comScore. As you read this document, please keep in mind that several changes were made once the final/approved copy left my desk; I had no control over formatting and/or copy revisions at that point, which resulted in a few on-screen errors.
Published on: Mar 4, 2016
Transcripts - Press Release: Local Search Usage Study
15miles’ Fourth Annual comScore Local Search Usage Study Shows the Powerof Local, Mobile and Social Search Among ConsumersLocal Search Usage Data Proves Marketers Need a Multi-Channel Strategy to ReachIncreasingly Savvy Online and Mobile SearchersNew York, NY (PRWEB) October 4, 2010 -- With local, mobile and social search converging, 15miles, thelocal, mobile and social marketing division of TMP Directional Marketing (TMPDM), announced today thefindings of its fourth annual Local Search Usage Study, conducted by comScore. The data outlines the growingimportance and usage of social networks and mobile search in the consumer business selection and shoppingprocess and trends that today’s marketers cannot afford to ignore.This year’s study shows that online media continues to dominate local search, as 70 percent of respondentsindicated that search engines, online Yellow Pages or social networks are their primary sources of localbusiness information.Search engine queries continued to increase at a strong rate with nine percent year-over-year growth.Surprisingly, non-search engine queries (Facebook, craigslist, etc.) grew at 22 percent, off a smaller base tocapture over one-third of total query volume. This is impacting local as well. Of local business searchers whouse social networks (nine percent), 93 percent responded that they use Facebook for finding local businessdetails.“All of the big online players have placed a greater focus on local search; from Google, Yahoo! and Microsoftto, most recently, the powerful launches of social heavies like Facebook Places and Twitter Places,” said GreggStewart, president of 15miles. “Local searches are up 14 percent from 2009, but there is still a lot of room forgrowth as consumers become savvy searchers and as they get more comfortable with social-local and mobilesearch.”Local Search on Social Networks IncreasesAs more consumers use social networks to find local business information, it is important for marketers toreaddress their social presence. Sixty-nine percent of respondents are more likely to use a local business if it hasinformation available on a social network. When using social networks, consumers most frequently find localbusiness information on a company’s brand page (56 percent), followed by recommendations from connections(55 percent).“Today, social networking sites lack traditional search functionality, so consumers usually seek out the exactbrand name or company they wish to follow. That being said, our study shows that social recommendationshave enormous influence on consumers’ buying decisions. In fact, 74 percent are more likely to use a localbusiness if a connection recommends it,” added Stewart.Social network and mobile users are also more likely to use and write user reviews. Over 40 percent havesubmitted between two and five reviews in the past 30 days.Additionally, of social network users surveyed:• 81 percent believe that it is important for local businesses to respond to questions and complaints onPRWeb ebooks - Another online visibility tool from PRWeb
social sites.• 78 percent want special offers, promotions and information about events.• 66 percent think that company photos are important.More Mobile Users Seek Local ContentIn addition to social media trends, the 15miles Local Search Usage Study demonstrates major changes inconsumers’ search habits on mobile phones. Of local business searchers with Internet-capable phones, 39percent have researched a local business from the mobile Internet. However, smartphone owners are nearlythree times more likely than standard cell phone owners to conduct local searches on their devices (59 percentversus 23 percent respectively), and 66 percent prefer to conduct those searches via mobile browsers or apps.Of smartphone owners that responded to the survey, 36 percent conducted more than 50 percent of their localsearches on their phones. Among various local content categories, the number of people accessing restaurantinformation and maps on their mobile device saw the greatest increases (over 45 percent), followed by onlinemovies and online directories (42 and 25 percent respectively). Also, mobile users expect to find “distance tothe business” and “consumer reviews” more than other searchers.“The majority of mobile users still depend on the mobile browser with more than 29 million users in June 2010.However on a percentage basis, apps show the greatest growth in popularity, as 61 percent more users areaccessing apps than last year,” added Stewart.15miles’ Local Search Usage Study was conducted by comScore in July 2010, based on data from 4,000 onlinesurveys together with observed behaviors of one million consumers who agreed to have their online searchestracked anonymously.About 15milesHeadquartered in New York City, 15miles is the interactive division of TMP Directional Marketing, which isthe largest local search marketing agency. Its online and mobile search solutions, which range from InternetYellow Pages and online business listings to social media marketing and search engine optimization, positionnational brands at the forefront of targeted consumers search results for increased lead generation and sales.For more information about 15miles interactive marketing services, please visit www.15miles.com.### Page 2/3If you have any questions regarding information in these press releases please contact the company listed in the press release. Our complete disclaimerappears here - PRWeb ebooks - Another online visibility tool from PRWeb
Contact InformationJennifer MirabileYoung & Associates724-772-2038Online Web 2.0 VersionYou can read the online version of this press release here. Page 3/3If you have any questions regarding information in these press releases please contact the company listed in the press release. Our complete disclaimerappears here - PRWeb ebooks - Another online visibility tool from PRWeb