The survey study consists of a targeted sample of over 4,000 users of local business Internet searchers, broken into 3 search categories – Internet Yellow Pages, Local Search Sites, and Portal Sites. While two of the major findings are pretty obvious: mobile is big and social-local/daily deals is big, the most interesting takeaway is that these local searchers thought local listings are the most relevant and trusted search results.
Some of the data presented:
- 61% of smartphone owners use them for local business searches
- 51% use smartphones (v. tablets) but tablets are winning out because they are easier to use and people feel like they can find more information. I am thinking local tablet searches will increase dramatically over the next year or two, outpacing smartphone local.
- 72% of smartphone users have made a local purchase shortly after the search. 86% of tablet users did this.
- 32% or purchases were greater than $100. 10% were greater than $500.
- 15% of respondents used social media sites to find local businesses, up from 10% a year ago. 91% of these social media queries occurred on Facebook. Wow.
- Most daily deal users return to businesses they have visited in the past. Additionally, they have or intend to purchase multiple daily deals from the same site.
- Over 80% of users of Groupon and Living Social daily deals were satisfied with the experience.
- 52% use consumer review sites to find local services. 45% have submitted reviews. 55% of those who have submitted reviews in the last 30 days submitted more than 1 review.
- When searching online for local businesses, basic business Name, Address, Phone Number (NAP) information is still the most critical search data.
- 61% felt local results were the most relevant and 58% felt they were the most trustworthy v. about 30% for natural search results and 10% for paid results.
- 72% are likely to use a local business if a social media connection recommends it v. only 63% are likely to use a local business if a the business is active in social media (which is down 6% from the previous year – stop spamming Facebook)
- More local business searches are conducted without a specific business in mind, once again showing that more research is being done online early in the search process.
Update: Here’s the whole presentation: