6th Annual Local Search Usage Study

Top Trends in 2013 and Beyond in Local Search
Gregg Stewart, President 15miles
Brian Wool, VP of Content Distribution, Neustar Localeze

2© comScore, Inc. Proprietary.
Presenters
Brian Wool
Vice President
Content Distribution
Neustar Localeze
Gregg Stewart
President
15miles

comScore Customer Knowledge Platform: A granular 360° view of the
multitude of online activities for 2 million global users
Designed to be representative of the total online population.
TRUSTe certified for information privacy & security.

The Online Local Business Registry
Fast, easy, cost effective way for businesses to manage their online
identities
Reseller programs to help your clients manage their local search
profiles
Accurate, consistent business identities for search & mobile
platforms

Introduction & Background
comScore analyzed the behavior, attitudes, and
intentions of online local business searchers.
Study Design: Overall study design leverages both a
quantitative survey and behavioral data from comScore’s
U.S consumer panel.
- Survey Design: The survey study consists of a
targeted sample of over 3,000 users of local business
Internet searchers, broken into 3 search categories:
Internet Yellow Pages, Local Search Sites, and Portal
Search Sites
- Behavioral Data: comScore provides additional
analysis of total web search activity, local web search
activity, and local mobile content consumption.

•State of Online Search
•Search Methods by Device
•The Role of Peer Influence
• Consumer reviews and Social Networking
•Use of Maps
•Daily Deals
•Appendix
Agenda

Decline of PC Search in the US
Source: comScore qSearch 2.0 Total US Internet Searchers
Total US searches on the PC dropped 6% year-over-year to 26.7 billion in
November 2012.
Total Web Searches (Billions)
Non-Local
-4%
y/y increase
Local
-18%
y/y increase
2,848
2,951
2,786 2,681
2,810
2,671 2,557 2,565
2,677
2,511
2,339
2,433
2,348
Dec-11
29,541
26,590
Nov-11
28,287
25,439
28,501
Feb-12 Oct-12Jan-12 Jul-12Mar-12 Apr-12 Nov-12
28,040
Sep-12Aug-12Jun-12May-12
29,534
27,676 28,077 28,149
29,930
28,510
26,246
28,031
26,722
25,715 26,724 25,99925,005 25,521
27,253
25,359 25,584
23,908
25,598 24,374
Non-Local SearchesLocal Searches*

Primary Source for Local Business Information
33% 30% 28%
23% 21% 19%
30% 31% 31%
33% 35% 36%
17% 19% 21%
22%
15% 17%
13% 11% 12%
13%
13% 13%
1% 1%
2%
5% 5%
2% 2%
7% 7% 6% 8% 9% 9%
2007 2008 2009 2010 2011 2012
Print Yellow Pages
Portal Sites
IYP Sites
Local Search Sites
Social Networking Sites*
Consumer Rating/Review Sites*
Other
-2
+1
+2
-
-
-
Search Engines are increasingly the most popular primary source of local business
information. Primary use of Local Search Sites remains stable wave over wave.
Pt. Change
Source: comScore custom research - 15miles/Localeze Local Search Usage Study
-
Primary Source for Local Business Information

Frequency of Local Business Searches on Primary Site
While local businesses searchers are less likely to use their primary source of local
business information on a weekly basis…
−Social Networking Sites and Local Search Sites are the exception.
69% 71%
62%
48%
55% 52%
45%
56%
41% 36%
Search For Local Business Information Weekly
of those who primarily use site
2011 2012 2011 2012 2011 2012 2011 2012 2011 2012
Social Networking
Sites
Consumer
Rating/Review Sites
Portal Sites Local Search Sites IYP Sites
56% of those who identify Local Search Sites as their
primary source utilized local sites weekly in 2012

All Sources of Local Business Information
57%
40%
36%
15%
11%
69%
49% 48%
16%
12%
Portal sites IYP sites Local search sites Social Networking
sites
Consumer
review/rating site
All Online Sources of Local Business Information
combined Primary and Secondary
2011 2012
… local business searchers are using a greater variety of secondary online
sources.
The average searcher uses
2.5 different type of sources!
48% of people cite Local Search Sites as their primary or
secondary source for local business information in 2012

•Use of Maps
•Daily Deals
•Appendix
Agenda

Tablet Ownership Growth
1 2 3 4 5 6 7 8 9 10 11 12
Years Post Introduction
40 MILLION
100 MILLION
DeviceOwners
Tablet ownership is growing at an unprecedented pace, far outpacing
Smartphone ownership in it’s early years.
It took
Smartphones
nearly a decade
from their first
introduction to
reach 40 million
owners. Tablets
have crossed that
threshold in only
two years since
the launch of the
iPad
Source: Mobilens. comScore custom research 2012

27%
52%
0%
10%
20%
30%
40%
50%
60%
%ofTotalUSMobileUsers
Smartphone Penetration
of U.S. Mobile Phone Owners
Mobile Phone Use in Local Business Search
Source: Mobilens. comScore custom research - 15miles/Localeze Local Search Usage Study
61%
86%
39%
14%
2011 2012
Don't Use Device
for Local Search
Use Device for
Local Search
Local Search on Smartphones
of local business searchers with SmartphonesSmartphone ownership
continues to increase.
Additionally, an increasing
portion of local business
searchers with Smartphones
are using this device to
conduct searches.
+41%
Increase
from 2011
33%
Y/Y Growth

Frequency of Online Local Business Searches
Frequency of searching on mobile phones remains constant, while those with
tablets are using the device for local search less frequently than last year.
45% 43%
29% 33%
26% 23%
2011 2012
Weekly Less frequently Never
64%
48%
25%
36%
11% 16%
2011 2012
PC/Laptop Mobile Phone Tablet
49% 44%
50% 53%
1% 3%
2011 2012
Frequency of Online Local Business Searches on…
of those with each device

Mobile Phone and Tablet Local Business Search Stage
53%
32% 33%
10%
20% 18%
4%
18% 18%
33% 31% 31%
Throughout the
entire process
At the end
In the middle
In the beginning
Stage of Local Business Search When Device is Used
PC/Laptops are primarily used in the beginning stages of a local business
search. In comparison, mobile phones and tablets are more likely to be used in
the middle or at the end of the process.

Search Success and Satisfaction by Device
Satisfaction with local business search is high across devices, however a
decrease in satisfaction correlates with an increase in the mobility of a device.
1% 3% 1%
32%
43%
38%
67%
54%
61%
Dissatisfied (Bottom 2 Box) Neutral Satisfied (Top 2 Box)
Satisfaction with Local Business Search by Device

•Use of Maps
•Daily Deals
•Appendix
Agenda

Consumer Review Submission
50%
41%
35% 36%
17% 16%
Used Consumer Ratings/Reviews Submitted Consumer Ratings/Reviews
Actively search for local businesses on Social Networking Sites
Passively search for local businesses on Social Networking Sites
Do not search for local businesses on Social Networking Sites
Use of Consumer Reviews by Engagement with Local Business Info
on Social Networking Sites
Local business searchers that interact with brands on Social Networking Sites are
more likely to use and submit consumer reviews.
50% of people who actively search for local businesses
on Social Networking Sites used consumer reviews.

The Influence of Social Networking Sites
“Are you more likely to use a local business if a
connection recommends it?”
55%
40%
21%
29%
23%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Actively search on Social Networking SitesPassively search on Social Networking Sites
Yes No Don't Know
“Are you more likely to use a local business if it has
information available on a social networking site?”
58% 58%
21% 17%
20% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Actively search on Social Networking SitesPassively search on Social Networking Sites
Yes No Don't Know
People that actively use Social Networking Sites are influenced by brand marketing
more than passive users.

•Use of Maps
•Daily Deals
•Appendix
Agenda

Use of Map Results
44% 43% 48%
69%
35%
10% 17% 12%
12%
21%
46% 40% 40%
19%
44%
Internet Yellow Pages Local Search Sites Search EnginesConsumer Review/Rating SitesSocial Networking Sites
List Map Use both equally
Do You Generally View Results in the
Form of a List or a Map?
by primary site used for local business search
Maps are heavily relied upon
during local business searches.
Consumer rating and review sites
are the only online source that has
a majority of primary visitors
using only list results.

Use of GPS Navigation Systems
Navigation System Ownership
2012
37%
33%
21%
11%
5% 6%
t have navigation systemStand alone navigation systemCame with mobile phoneCame with carApp on mobile phoneOther
In 2011, 43% of respondents did not
have a navigation system
In addition to searching for map results online, many are finding local businesses
based on proximity through a navigation system.
−An increasing portion of local business searchers own navigation systems. These
individuals believe searchable “Points of Interest” are an important function of the device.
Importance of “Points of Interest”
12% 11%
26% 27%
62% 62%
2011 2012
Important
(Top 2 Box)
Neutral
Not Important
(Bottom 2 Box)

•Use of Maps
•Daily Deals
•Appendix
Agenda

Use of Daily Deals and Opinions About the Economy
60%
52%
2011 2012
Use Daily Deals
While there was a decrease in the use of daily deals, most respondents do
not believe that the economy is in a good state. The most cited top economic
concern is rising prices.
47%
28%
26%
2012
Good
(top 2 box)
Neutral
Poor
(bottom 2
box)
48%
34%
9%
9%
2012
Real
estate/home
values
Financial
markets
Unemployment/
Job security
Rising prices
Perception on Current State of
the Economy
Which Economic Conditions
Most Concerns You?

Daily Deal Repeat Customer
When Purchasing Daily Deal Offers, Do You
Typically Purchase From….?
23%
14%
62%
Purchase equally
from new and
previously used
businesses
Businesses you
want to try
Businesses you've
used in the past
Do You Typically Purchase Daily Deals
From Business You…?
36%
8%
56%
Equally from both
businesses you are
familiar with and
those you are not
Have not heard of
before
Are familiar with
Local business searchers do not have a preference for businesses they’ve visited
in the past versus businesses they would like to try when purchasing daily
deals.
−Familiarity with the business also does not play a role in offer selection.

•Search Methods by Search Category
•Use of Maps
•Daily Deals
•Appendix
Agenda

Objectives
Survey Methodology
comScore, in conjunction with Localeze and 15 Miles, designed on online survey
instrument that focused on understanding the use and value of IYP, Print YP, Search, and
monitor shifts in consumer behavior and opinions.
Respondents The target respondents were individuals who have conducted a local business search in the
last twelve months.
comScore surveyed panel members and the general population via email and POP
invitations. 4,205 completed responses were collected. Respondents were categorized
based on the site they used for their last online business search, and weighted on
age, gender, and last site used to conduct a local business search.
Research
Design
Total Yellow Page Sites Local Search Sites Portal Sites
Sample Size 3,146 394 875 1,614
Category
Definition
•SuperPages.com
•Yellowpages.com
(YP.com)
•DexKnows.com
•Yellowbook.com
•Local.com
•Google Local/Maps
•Yahoo! Local
•Bing Local
•Citysearch.com
•City.Ask.com/
Maps.Ask.com
•Mapquest.com
•Yelp.com
•Google.com
•Yahoo.com
•MSN.com/Bing.com
•AOL.com
•Ask.com
Timing The survey was fielded December 4th, 2012 to December 14th, 2012.

Definition of
Search
Behavioral Methodology
Online user interaction where the user is presented with a search result
page - the search result page allows the user to refine or change search
parameters
Definition of
IYP/Local
Search
Business directory searches on internet yellow pages and local search
sites (traditionally two-box search)
Search with local intent on a portal site (traditionally one-box search)
comScore looks for the presence of certain keywords on the top portion of
the search result page as a local identifier to determine if the search
engine presented local business listings.
Definition of
Portal Search
with Local
Intent
“Local” Sites
• Mapquest
• Citysearch
• Google Maps/Places
• Bing Maps/Local*
• Yahoo! Maps/Local
“IYP” Sites
• AOL Yellowpages
• Superpages.com
• Dexknows.com
• Yahoo! Yellowpages
• Yellowpages.com
• Yellowbook.com
•Google.com
•Yahoo.com
•Bing.com
•AOL.com
•Ask.com
Portal Sites

Gregg Stewart
203-451-6358
Gregg.sSewart@15miles.com
Brian Wool
312-909-0769
Brian.Wool@neustar.biz
Thank you for
attending & contact
us for more details on
the study.
Questions?

6th Annual Local Search Usage Study

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (9)

Ähnlich wie 6th Annual Local Search Usage Study

Ähnlich wie 6th Annual Local Search Usage Study (20)

Mehr von Katie Fellenz

Mehr von Katie Fellenz (13)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

6th Annual Local Search Usage Study

Hinweis der Redaktion