ComScore, Neustar, and Localeze just released a study on local search habits and trends. Two-thousand online searchers were surveyed.  Some interesting tidbits:

  • ConversationprismSearches on smartphones have grown at a rate of 13% year over year but PCs and Laptops still command a lead. The study showed that about half of local searches are done on PCs/Laptops and thirty-eight percent are done on smart phones. Tablets accounted for about ten percent of local searches.
  • Business hours and ratings are the two most important pieces of information followed by special offers, URL, and service brands.
  • Searchers view lists over maps more than half the time.
  • Familiarity and location are the two top reasons for selecting a local business.
  • Restaurants are the most common local search category, followed by arts, entertainment, hotels, clothing, and auto repair.
  • Fifty-three percent of local searchers use a generic search term rather than a business name when searching online. If the search doesn’t work, over half of them will try again using a different generic keyword. Twenty-six percent will try a different search site.


Read more… | Source: Neustar and Localeze