Why? Consider this vital information. . .
46% of local searchers make in-store visits, according to data released to eMarketer by TMP Directional Marketing and comScore. The number is up 12% over last year. Meanwhile, for "general searches," 34% visited stores, but this was only up 1% over last year. Internet yellow pages searchers also came in at 34%, up from 29% last year. The overall average of searchers ending up in-store was 37%.
What local searchers are looking for are businesses that provide the products and services they're looking for. After they've found that, they look for address and location information and then a phone number.
For most business categories, local searchers used general search engines rather than more specialized local search sites or online yellow pages. Local search engines were biggest for users looking for child care and hotels, while nearly one-half of home services searchers used Internet yellow pages.
Mobile users are taking advantage of ever more sophisticated handsets to get important local info wherever they are. They were significantly more likely to access mobile content in 2009 compared with the prior year, up 40%. That includes a 127% increase in subscribers using mobile apps to get local info, as well as a 27% increase in users looking up local data via SMS.
“Buyers use numerous channels at different times and for different reasons,” said Gregg Stewart, president of TMPDM’s full-service interactive division 15miles. “But the growing demand for local business information across interactive search platforms, especially online and mobile, is creating additional opportunities for national advertisers to reach consumers with more relevance. In order to reach target audiences, marketers must think locally and focus their messages on local marketplaces where consumers shop
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