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Local search incidence is very high across 11 product and service categories, according to [download page] an October 2012 report from YP, conducted by Immr and in collaboration with Street Fight. 4 in 10 respondents use local search once a day, and two-thirds use local search at least 3-4 times a week.

As data from “How Consumers are Using Local Search” reveals, local search usage peaks in the entertainment category, wherein 87% of respondents who have purchased entertainment in the last year have conducted at least one local search.

Use is lowest in the grocery category, used by 61% of respondents, but the category is the most common among purchasers. Fully 96% of respondents had made a grocery purchase in the previous year. Comparatively, just 31% purchased some professional service, but 70% of them used local search.

The data suggests that local search not only attracts new customers, but, services existing customers. Using restaurants as an example, the two highest uses use of local search were to find a map, distance or directions (47% of respondents), followed by hours of operation (46%). Restaurant listings was third (41%), thus, 4 in 10 of restaurant patrons reported using local search to select a restaurant, and 33% read consumer ratings and reviews.

In the grocery category, the highest use was finding listings (reported by 35% of grocery consumers), followed by hours of operation (34%).
In retail, the highest use was to find hours of operation (38%), a website (36%), and listings, maps and directions (tied for 35%).

Other Findings:

  • Respondents who own PCs only conduct an average of five local searches per week; those who own both a PC and a smartphone conduct an average 13.5 searches, and those who own a PC, smartphone and tablet conduct more than 21 local searches per week (an average of three per day).

About The Data: Conducted by independent research firm Immr on behalf of YP, and in collaboration with Street Fight. Conducted online with a sample of more than 1,100 respondents across 11 product and services categories.

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