4 Out of 10 Consumers Use Local Search Once a Day
Four out of 10 consumers use local search at least once a day, according to a new study commissioned by local search company YP.
YP's new study "How Consumers are using Local Search" found that with the proliferation of smartphones and tablets, more consumers are using local search. According to the study, a large group of consumers called "avid local search users" account for half of all local searches. YP says that avid local search users are early adopters who hold key information for how people will be using local search in the future.
The new YP study was commissioned out to marketing consulting firm immr. The company surveyed 1,100 consumers to discover what sorts of devices were used for local search and what kind of information users were looking for.
According to the study four out of 10 consumers use local search at least once a day. While another two-thirds of users use it at least three to four times a week.
YP says that consumers are using local search to not only find out a company's name, address, and phone number (NAP) but also to find out things like customer reviews.
According to the study the evolving technology behind local search is allowing consumers to uncover new sorts of information. Local search is now being used to find new sorts of data like directions, reviews, menus, and company discounts.
Out of those surveyed, immr also found that a small subset of local search users made up for more than half of all searches. "Avid local search users" only make up 24 percent of the total amount of people surveyed, but are heavy users that are more likely to consistently use local search.
These early adopters are reportedly at least four times more likely to use either a tablet or a smartphone for local search. YP says that they're also more likely to own both devices when compared to the average user.