How Consumers Use Local Search
Local Search has been getting a lot of attention recently, but not many companies have been paying attention. Here are some reasons that you should.
Nelson/NetRatings MegaPanel hosted a survey where they asked roughly 2,000 random consumers about their online search and shopping. Surprisingly, almost half (49%) performed searches with a geographic modifier. And 86% of the respondents said they had used the Internet to find a local business in the past.
For all the people using the Internet to find a local business, search engines were the number one resource they used. In the survey, people were allowed to pick more than one answer and so the total percentages add up to more than 100, but here is how the usage broke down:
• Search engines: 74%
• Print yellow pages: 65%
• Internet yellow pages: 50%
• Traditional newspapers: 44%
• Print white pages: 33%
• Television: 29%
• Consumer review websites: 18 %
67% of the respondents said they favor Internet yellow pages to the printed version. Most (84%) preferred the online version because they believed it was faster to find businesses that way. Others (63%) thought the online pages were more current. The one weakness was in thoroughness, 73% of people felt the print book was more comprehensive.
But, just being listed in your local pages isn’t enough. 75% of the people surveyed said they rely on multiple sources for their information. They look for things such as product reviews by other customers or mentions in a blog to secure their trust.
And while many consumers like to search online for a product before purchasing it, they also tend to go to a local bricks and mortar store to actually purchase the item. And 70% of the survey respondents wanted to stay within a 20-minute drive of their homes when going to a business.
So, while many businesses aren’t paying attention to local search modifiers, it’s a good idea to be one of the first. Then, by the time others catch on and join you, you’ll already be a familiar name in the neighborhood.
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