70% of respondents to a survey said they use search engines, online directories and social networks when looking for information about local businesses.
According to the Local Search Usage Study conducted by comScore, non-search engine queries (Facebook, LinkedIn etc) grew 22 percent to capture more than one-third of total query volume. This is impacting local search as well. Of local business searchers who use social networks (9 percent), 93 percent said they use Facebook for finding local business details.
Sixty-nine percent of respondents said they’re more likely to use a local business if it has information available on a social network, the study found. When using social networks, consumers most frequently find local business information on a company’s brand page (56 percent), followed by recommendations from connections (55 percent).
Of the smartphone owners that responded to the survey, 36 percent conducted more than 50 percent of their local searches on their phones. Among various local content categories, the number of people accessing restaurant information and maps on their mobile devices saw the greatest increase (more than 45 percent), followed by online movies and online directories (42 percent and 25 percent, respectively). Also, mobile users expect to find “distance to the business” and “consumer reviews” more than other searchers.
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