Shoppers Rely on Local Search Results

LOOKING LOCAL SHOPPERS RELY ON LOCAL SEARCH RESULTS Shoppers are increasingly turning to the web, according to comScore's 5th Annual Local Search Usage Study. While this may not be a revolutionary finding in 2012, the study did make a surprising discovery: shoppers, especially those equipped with mobile devices, are actually utilizing local search and not merely purchasing online. That's right; shoppers are seeking to buy in-store, locally. This means it is vital for small retailers to appear in local search. Find out just how important this is to consumers and businesses. MOBILE SEARCHING Shoppers with smartphones and tablets actively rely on search engine results that are generated based on their location, or local search. 86% 64% PLACE NEAR YOU 61% YOU'VE BEEN HERE 5 TIMES FLACE MEAR Y 64% of shoppers with tablets and 61% of those with smartphones reported that they perform weekly local searches on their devices. Shoppers using mobile devices are much more likely to convert to buyers. 86% of respondents indicated that they had made a mobile purchase due to a local search. IN LOCAL WE TRUST Shoppers have more faith in local search results than any other type. KEY I Most relevant results Most trustworthy results 61% 27% 10% 2% 58% 31% 9% Paid Search Local Search Results Natural Search Results Paid Results Ranking Results SOCIAL SEARCHING Shoppers increasingly utilize their social networks to perform local business searches. +67% 35% Since 2010, employing social channels to perform local business searches has increased by 67%. 35% of shoppers indicated they use their social channels primarily to perform local searches, and they do so on a daily basis. 45% 63% 63% of shoppers using social for search are more likely to engage with a business that has social exposure. 45% of respondents who employ social networks to find local businesses have written online reviews. WHAT SHOPPERS LOOK FOR The primary reason for utilizing local search is to obtain simple information, such as a business' address, phone number, and location. ??? ABOUT But 60% of small and medium-sized businesses N/A fail to list their phone numbers on their sites' homepages. MAKING LOCAL SEARCH PRIORITY BUSINESSES THAT THRIVE ON LOCAL CONSUMERS MUST MAKE THEIR LOCAL SEARCH RANKINGS A PRIORITY. IN THIS DIGITAL AGE, INCREASING YOUR ONLINE PRESENCE IS THE BEST WAY TO INCREASE IN-STORE CUSTOMERS. Milo SOURCE: COMSCORE.COM