Posts Tagged ‘State of Local Search’

comScore: Smartphone Subscribers Up 8%; 2 in 5 Now Use Google Android

Monday, August 8, 2011

Last week, comScore released its quarterly mobile trends report, and the findings revealed some interesting takeaways related directly to our business.

The number of U.S. smartphone subscribers – those most likely to take advantage of our industry’s mobile directories and location-based apps – continues to rise at a rapid pace. Approximately 78.5 million people in the U.S. owned smartphones during the three months ending June 2011, up 8% from the preceding three month period.

Google Android, the most popular smartphone platform, continues to gain market share. Today, 2 in 5 smartphone subscribers (40.1% share) use Google Android, up 5.4% from the prior reporting period. Apple strengthened its #2 position with 26.6% share of the smartphone market, up 1.1%. RIM (Blackberry) ranked third with 23.4% share, down 3.7%. Microsoft (5.8%) and Symbian (2%) rounded out the top five, both down as well.

On a related note, a new study from Jumptap, a mobile ad network, found that smartphone platform use varies by geography. The study showed that consumers with Apple’s iPhone tend to congregate in the Northwest and Midwest, while Google Android users are more likely to be found in the South and Southwest. BlackBerry is dominant in a handful of states, including New York.

With the smartphone market growing fast – and ongoing shifts taking place in the different mobile platforms consumers are using (and where they are using them) – our industry needs to remain agile, and create and adapt future offerings to take advantage of areas of growth.

As our 2011 State of Local Search study showed, there is an expanding appetite for local content among mobile subscribers, with more than 77 million mobile subscribers now access local content on their mobile devices. The time is now to build offerings that will help local business advertisers reach this significant audience wherever and however they are searching via mobile.

Google Acquires The Dealmap

Wednesday, August 3, 2011

Many of us watched with great interest last year when Google tried to acquire Groupon, the popular daily deals site. After that deal didn’t move forward, Google created its own location-based daily deals service, Google Offers, which beta launched in April.

This week, Google is taking its daily deals efforts to the next level with its widely-reported acquisition of The Dealmap, a start-up that aggregates discounts from about 450 daily deals sites, organizes them by location, and displays them for users on its website and mobile app. Since it launched in May 2010, The Dealmap has racked up an impressive user count of more than two million.

While the specifics of how Google will leverage The Dealmap acquisition are not immediately clear, what is apparent is that the daily deals space is seen by many in our industry as a key avenue for future growth. Recent evidence ranges from AT&T’s YP.com’s Daily Deals debut in July, Facebook’s Daily Deals in May, and Yellow Pages Group and Yellowbook last year – just to name a few.

Our industry isn’t indulging in speculation, but basing their strategies on sound research. Our latest State of Local Search study found that daily deals yield extremely high levels of satisfaction and repeat customers.

We’ll all be keeping a close eye on how this exciting segment of our business continues to evolve.

eMarketer: Mobile Users Expand Their Search Habits

Monday, August 1, 2011

eMarketer, a leading online research firm, featured an in-depth overview of the mobile results included in our “State of Local Search” study today in its popular e-newsletter and on its website.

As eMarketer notes in its article, the results from our study show that “the need for local businesses to reach mobile users when they are nearby is clear and growing” and that “location-based targeting and local search opportunities can help marketers reach customers at a moment of need – and convenience.”

It’s clear that our industry’s comprehensive approach to creating new local mobile advertising offerings will play a growing role in helping local businesses connect with potential customers in the future.

Click here to read the full article from eMarketer.

Why Mobile & Online Coupons Are Fastest-Growing Platforms for Local Business Advertising

Thursday, July 28, 2011

In our “Locals Only” column on Search Engine Land this month, I discuss two platforms that really caught my attention with the release of our “State of Local Search” study last week: mobile and online coupons.

As I note in the article, mobile and online are growing by leaps and bounds as ways for consumers to find local business information. I also provide key takeaways from the data that can help inform local businesses on how they can leverage these platforms to attract new customers.

Click here to read the full article on Search Engine Land.

AT&T Interactive Launches New In-App Local Ads

Friday, July 22, 2011

One of the major highlights of our newly released “State of Local Search” study is the fast-growing role that mobile search – and mobile apps in particular– are playing among consumers searching for local content.

In yet another example of our industry’s anticipation of and reaction to the latest consumer trends, AT&T Interactive this month launched an in-app local ad service on its mobile network. According to the company’s press release, this technology will provide local businesses with an enhanced way to generate higher-quality leads by increasingly the local relevancy of ads, while at the same time increasing potential reach.

Mobile local advertising is expected to grow at a 57% compounded annual growth rate to over $2 billion by 2014, according to BIA/Kelsey. The firm also announced recently that it predicts local mobile advertising will grow from 51% of total mobile advertising today to 70% by 2015. Clearly, this latest offering will better position AT&T to benefit from growth in the local mobile space over the next several years.

When determining the potential of in-app ads both generally and for AT&T in particular, look no further than the results of the offerings’ pilot period. AT&T successfully generated more than 750 million impressions in only three months – demonstrating how in-app local ads are playing a growing role in redefining how area advertisers connect with consumers.

Read AT&T Interactive full release here.

Double-Digit Growth of Online and Mobile Local Search

Tuesday, July 19, 2011

Today we’re releasing new data from comScore that shows more people are turning to online and mobile platforms to find local business information.

This is welcome news for local search companies, which are investing with full-force in new ways to improve our approaches to digital and mobile search – both in terms of the advertising opportunities they offer local business clients and the experiences they provide consumers accessing.

Online Local Search Shows Strong Growth and Consumer Satisfaction

This year’s “State of Local Search” study found that local searches now account for 13% of all core search activity on top web search portals as of March 2011.

Internet Yellow Pages (IYPs) and Local Search Sites:

  • IYPs and local search sites exhibited strong growth with 5.6 billion local searches in 2010, a 15% increase over 2009.
  • Brand recognition is a key driver of IYP searches. Approximately 58% of respondents who choose an IYP site first (DexKnows, SuperPages, Yellowbook, and YP.com) do so  due to brand recognition and reputation, while 30%  chose an IYP site first because of its reputation for local business information.

Interestingly, the study determined that portal searches are more likely to conduct local searches as part of broad information gathering, while primary IYP searches more often conduct local searches to look for contact information with specific products and services in mind.

More than half of local business searchers choosing portal or IYP sites said they were highly satisfied and found success in their search experience – an indication of how well our industry is doing creating consumer-friendly offerings.

Additionally, online daily deal offers and discounts  emerged as an additional customer acquisition channel for local businesses. The  study found that primary IYP searchers were less likely to report purchasing online daily deal coupons for local businesses than business searchers on other sites (27 percent vs. 38 percent).

Mobile Search Skyrockets

Mobile local search also showed unprecedented growth this year. In January 2011, 77.1 million mobile subscribers accessed local content on a mobile device, up 34% from the previous year. The study found that local content users now account for 33% of mobile subscribers.

Top findings also include:

  • Strong growth for the number of local search users owning a GPS-capable handset, which grew from 78% to 87%.
  • Local content now dominates mobile usage behaviors, with subscribers increasingly turning to mobile for information on maps, weather, traffic, retail and other local content.
  • The ways that local content users access content via mobile is changing. App use for mobile content grew 34% last year, with 56% of respondents using apps for local content. Browsers lead in usage of local content with 73%, but dropped from 75% last year. Local content via SMS dropped to 25% from 30%.

comScore’s data illustrate the ongoing shift of consumers towards digital and mobile platforms for local business information. Our industry’s rapid embrace of these platforms, particularly in the past year through new partnership agreements, mobile app launches and other initiatives, will enable local businesses to connect with consumers in these increasingly popular locations.

Listen in on Webinar: July 20 at 2pm EDT

comScore and the Local Search Association will be presenting additional findings on usage and conumser experiences with online and mobile local business search activity from this study in a complimentary webinar, July 20th at 2pm EDT. Click here to register for the webinar.