Consumers, continually on the move, are typically using search engines to gather local information. In fact, a recent poll by Google shows that four in five of those seeking information use a search engine on a smartphone, computer or tablet.
Research demonstrates that the majority of users of smartphones typically seek out business hours, directions to a local store, local store address, and availability of a product. Although these smartphone users were more likely to search for local information at home as opposed to on-the-go, the difference in numbers was only slight. Fifty-three percent of those in the study searched while at home, and the other 47% were out and about.
In terms of actually following through from the search stage to a final sale, eMarketer reports that 18% of local searches via a smartphone led to a purchase, while only 7% of nonlocal searches led to a purchase.
When determining the effect these results will have on advertisers, the research company BIA/Kelsey estimates that US local media advertisement spending will be raised by 8.4% in 2014, from $50.2 billion in 2013 to $54.4 billion in 2014.