New 2012 Data: Social, Local, Mobile Search Trend On the Rise
The explosion of social, local, and mobile platforms and devices is the driving force that motivates consumers to search online for products, services and the business that provide them. You can see them almost anywhere (despite current laws) with their eyes glued to a screen in search of business product reviews, discounts and deals, and the quickest route to get there.
It’s the same force that drives our desire for fast information. The days of thumbing through the Yellow Pages or calling the operator are no more. The SoLoMo revolution has caused consumers to adopt new devices and methods to find local business information.
Searching for information on-the-go using social, local, and mobile technology backed by smart phone and tablet devices is not only commonplace, it’s natural.
Newly released survey data from 4,000 online surveys proves this rather obvious nature to be true. This is very welcome confirmation for marketers and business owners everywhere.
Localeze, a business listings identity management provider for local search, and 15 miles, a leader in SoLoMo marketing solutions, shared their findings during a special joint SMX West presentation.
What’s Driving Local Search and Buying Power?
The study shows that tablet users are the most active local searchers. Sixty-four (64) percent of tablet users use the devices for local search on a weekly basis.
Eighty-six (86) percent of tablet users make purchases using information found from their tablet-based local search.
As for smartphone users…
The need for fast information is the primary reason 61 percent of surveyed consumers used smartphones to conduct local searches. Not only that, 49 percent of consumers who used tablets and mobile devices said they accessed local search information through apps.
But which apps are consumers using? Are more consumers conducting local-app based searches than local-web based?
According to a Search Engine Land blog, the surveyed consumers had to select from a list of predetermined set of app choices, so not all options were considered. See the findings below.
Source: comScore, Localeze, 15 Miles
Google Maps, Yahoo, and Mapquest are the top three apps used for local business searches conducted on smart phones and tablets. What’s especially interesting is how far down the list Yelp and Urban Spoon landed. The very nature of these sites are designed on the SoLoMo philosophy, so it would be a reasonable guess that they would receive higher usage. That’s just not so.
Daily deals and online couponing are said to be on the decline by some, but businesses continue to see success with these tools. According to this year’s findings, 86 percent of those surveyed said they have or will purchase deals from Groupon or Living Social.
Trustworthy Search and Relevant Search Results Matter
This study shows that 61 percent of online searchers consider local search results to be more relevant and 58 percent consider local search results to be more trustworthy than paid or general results. In fact, when searching for local businesses using a mobile device, the most vital data is surprisingly the business name, address, and phone number.
The implications for local search on social networking sites is just as promising. The survey shows that 63 percent of those on social networks are more likely to use a business if they have information on a social networking site.
Despite speculation about the ROI of social, local, and mobile marketing campaigns, the data clearly shows that consumers are actively using mobile devices to search for local business information. The facts are clear: business listings have value, mobile apps have value, social networking sites have value, online deals/coupons have value, online reviews have value.
It’s up to you as a business owner or marketer to capitalize on the facts. SearchDog Marketing is here to help guide your way.
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