Trends Shaping Local Search in 2014
Speaker: comScore Director of Marketing Solutions Danielle Zazula, comScore Senior Client Service Analyst Chelsea Heltai, 15miles/Geary LSF North America President Gregg Stewart, Neustar Localeze VP Mike Pycha, Opus Research Senior Analyst Greg Sterling
Event: comScore presentation
As smartphone and tablet penetration continues to increase, the nature of local search becomes more complex. Local businesses must cater to the needs of searchers using multiple devices, while still understanding how to reach consumers on a variety of different sites.
In this presentation, comScore, 15Miles, and Neustar discuss key insights from the 7th annual Local Search Study. Learn how to create a positive online experience for potential customers, driving in-store and online purchases.
Key takeaways include:
- Seventy-nine percent of smartphone owners and eighty-one percent of tablet owners use their device to search locally.
- Smartphone and tablet based local searchers do not want to be overwhelmed with content.
- Searches on Portal, IYP, and Local Sites have a similar chance of ending in a purchase.
- Size of business is not an excuse for lack of online presence – searchers looking for independent businesses have high expectations of finding a business website.