Trends Shaping Local Search in 2013

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In 2012, smartphone penetration reached over 50% of all U.S. mobile phones in use. Now, nearly 86 million Americans use their mobile phones to interact with local business content. Tablets are being adopted at an unprecedented rate, reaching over 40 million Americans two years after their introduction.

Learn how device adoption impacts consumers’ interactions with local content. This presentation by Comscore, Neustar Localeze and 15miles, discusses Trends Shaping Local Search in 2013 and features insights from the Neustar Localeze and 15miles Sixth Annual Local Search Study.

Key findings of this study include:

• 56% of mobile phone owners use their browser for search, making it the #1 activity on mobile browsers.
• The top reason for using mobile phones for local search is because information is needed on-the-go; 56% percent of mobile phone users selected their phone for search for that reason.
• Tablet searchers are becoming more demanding of the depth of local content. They are more likely than PC/Laptop and mobile phone searchers to use consumer ratings/reviews.
• Most use apps to interact with local content on a mobile platform – map based apps are the most popular.