{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

A study by ComScore , focusing on the US, has shown an increase of over 40% in the number of users performing local searches online in the last year.

According to the research, 63% of US internet users (around 109 million people) performed a local search during July, a 43% increase over the same month in 2005.

Google (30%) and Yahoo! (29%) had the largest share of searches, followed by Microsoft with 12% and the Time Warner Network with 7%.

The study defined local searches as those conducted by consumers on the local or directory sections of leading search sites, and other searches identified as having local intent.

The analyst group said 41% of users performing a local search were searching for something in their home area, as opposed to information on locations they intended to visit.

Among those, 59% said they were searching for a restaurant or something entertainment-related, such as a cinema, theme park or tourist attraction.

Fifty two percent said they were searching specifically for a business phone number or address, while 41% were looking for information on a local service in their home area, including car rental office, dry cleaner or lawyer.

The study also found that performing a local search can drive consumers to take action.

During Q2 2006, 47% of local searchers visited a local merchant as a result of their search behaviour, while 41% made contact offline. Thirty seven percent made contact online as a result of conducting a local area search.

Local search is experiencing strong growth as more consumers adapt to the ‘always on’ nature of their broadband connection, which enables them to quickly find information on local businesses,” said Jack Flanagan, EVP of comScore Media Metrix.

With approximately 849 million local searches conducted by Americans in July, local advertisers have a sizeable market that can be reached through leading search sites.

Avatar-blank-50x50

Published 29 September, 2006 by Richard Maven

529 more posts from this author

Comments (1)

Avatar-blank-50x50

Jeannie Arthur, Research manager at Freshminds

If local searches are gaining momentum, does this mean consumers are returning to offline purchases, albeit facilitated by an online local search?

Does anyone know if similar research or data exists for the UK?

about 9 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.