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[Study:] Majority of Local-Mobile Searches Result In Offline Conversions

Local Mobile SearchJust recently, a study was conducted to gather information about the primary cause of most offline purchases. This study was conducted by Neustar Localeze, 15 Miles, and ComScore. The survey is currently in its 7th year, and involves over 5,000 adults living in the United States. The subjects of this study were individuals who had conducted local mobile searches in the last 12 months.

The study also captured behavioral data examining search behavior across popular search engines like Google, local directory websites, portals and yellow pages. A huge amount of data regarding consumer attitudes and behavior was acquired by this study focusing on local mobile search.

Results of the Study

According to the study, almost 96% PC owners regularly conduct local searches. On the other hand, the percentage of mobile owners conducting local searches is 79%, while 81% tablet owners conduct these searches regularly. In the last one year, satisfaction rate across different device categories has declined.

PCs had the highest satisfaction rate, followed by tablets and mobiles. PCs were preferred devices for most users. However, people who wanted information on the go preferred a mobile search.

The primary reason for people to conduct a local search was to find a particular business. The second most common reason for a search was to find a specific business with a desired service or product. Hence, while most local searches have been looking for a particular name in mind, others were considering a specific business.

According to ComScore, more than 50% of restaurant, service and travel searches were focused on a particular business from which customers had purchased before. The advertising and marketing implications of the study’s findings are quite obvious.

Devices across the three categories are used in equal proportions for particular business lookups, service or product comparisons, and even purchases. There’s no surprise that a mobile search is conducted more for specific business lookups than being used for purchases. Moreover, the frequency of using these devices also varies throughout the purchase cycle.

Almost 80% of all local mobile searches were converted into purchases. In fact, about 90% of these purchases were conducted in a physical store (73%) or on the mobile (16%) as compared to only 11$ online. Over three-fourths (76%) of these purchases occurred on the same day. In fact, most of them (63%) were made within a few hours. However, purchasing time varied by degree of consideration and category involved.

According to the study, the top categories for a local search were consistent across different platforms. Restaurants were the most common or largest search category, except on small-screen tablets. In essence, the study was indicator of the importance of local SEO for small businesses with geographically-relevant target markets.

The study also showed that more younger users are inclined to use smartphones and tablets than older users. The senior demographic of the audience still prefers a desktop over a mobile search. However, the overall picture is a bit different. The total audience has been becoming multi-platform. Around 40% of the subjects in the study used multiple devices for local searches.

When you compare the data, the mobile only audience was 12%, while the PC only audience was 49%. The survey also included many different questions about navigation and mapping. There were also some questions about the kind of content users want to see displayed on maps. The most desirable content was hours of operation. Coupons and reviews were the next in the list.

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