Four out of 10 consumers use local search at least once a day, according to a new study commissioned by local search company YP.
YP's new study "How Consumers are using Local Search" found that with the proliferation of smartphones and tablets, more consumers are using local search. According to the study, a large group of consumers called "avid local search users" account for half of all local searches. YP says that avid local search users are early adopters who hold key information for how people will be using local search in the future.
The new YP study was commissioned out to marketing consulting firm immr. The company surveyed 1,100 consumers to discover what sorts of devices were used for local search and what kind of information users were looking for.
According to the study four out of 10 consumers use local search at least once a day. While another two-thirds of users use it at least three to four times a week.
YP says that consumers are using local search to not only find out a company's name, address, and phone number (NAP) but also to find out things like customer reviews.
According to the study the evolving technology behind local search is allowing consumers to uncover new sorts of information. Local search is now being used to find new sorts of data like directions, reviews, menus, and company discounts.
Out of those surveyed, immr also found that a small subset of local search users made up for more than half of all searches. "Avid local search users" only make up 24 percent of the total amount of people surveyed, but are heavy users that are more likely to consistently use local search.
These early adopters are reportedly at least four times more likely to use either a tablet or a smartphone for local search. YP says that they're also more likely to own both devices when compared to the average user.
The study points out that avid local search users not only use local search more, but they are also more likely to engage with mobile marketing efforts. Eight out of 10 avid users reportedly click on mobile ads. While three out of four avid users have downloaded a brand app on their smartphone or tablet.
"The behaviors of avid users are similar to the behaviors of early adopters," said Dr. Phil Hendrix, founder and director immr.
"It's crucial to understand early adopter behaviors, as they provide a glimpse into the future of how the majority of consumers will be conducting local searches with multiple devices which has implications for businesses and the entire local search industry. As consumers' needs and expectations for local search diversify across devices, providers and businesses will need to add avid apt search solutions accordingly."
This isn't YP's first study into local search. Earlier this year the company commissioned a report that discovered that mobile ad click-through rates rose as consumers got closer to a business.
Local Search image on home page via Shutterstock.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014