6th Annual 15miles/Neustar Localeze Local Search Usage Study Conducted by comScore
Consumers are adopting mobile devices of all types at a blistering pace. The demand for information “on the go” is higher than ever. Social, local and mobile behavior that was revolutionary just one year ago is now embedded in our culture. As the number of visitors to sites via mobile devices continues to grow, local search plays an even more significant role. This report contains key findings that allow businesses of all types to understand and leverage the local search market.
March 28th, 2013
Social, Local, Mobile Trends Transform Search for Businesses
The 15miles/Neustar Localeze Sixth Annual Local Search Study finds that consumers’ search behavior continues to change with the increased adoption of mobile devices, and that their use of these devices, expectations for content, and subsequent actions vary in meaningful ways. The results revealed that consumers’ number one activity on mobile devices is search. The study revealed that over half of all mobile browser users access search content through their browser. In fact, in the past ten months, the total number of visitors to search sites via mobile devices has jumped by more than 26%, with local searches playing a particularly important role – nearly 86 million people now seek local business information on their mobile phone in the U.S. alone. The study also found differences between mobile device use, with tablet owners becoming more home-based, less mobile, and less concerned with the ease of use of their device. Maps play an important role in local search, especially map-based applications. The study also revealed a decline in satisfaction with Portal Search Sites and in the use of Social Networking Sites for local business information. There are meaningful implications for companies doing business online as the results indicated that successful local business searches conducted via mobile phones were more likely...