Survey: Under 40 Percent Start A “Local Search” With A Search Engine

What we widely call “local search” is only partly about search engines. Finding local content and making offline purchase decisions is a multifaceted process that involves several categories of information and devices. That’s according a new survey and report from IDC and YP.
The report is called “Local Search Unleashing Opportunities for National Advertisers” and based on a survey of 750 US adults (between 18 to 44). Roughly 80 percent said they own smartphones, matching overall US smartphone penetration of just under 80 percent according to comScore.
Where Users Start Local Searches

Source: IDC (2016)
The survey looked at how people go about finding local information on the desktop and mobile devices. It focused on discovery of information tied predominantly to national brands but in an offline/local context across a range of categories:

Financial services and insurance
Automotive
Retailers
Travel
Casual dining
Business services

The research found that “general search engines” were largest single starting point for local search users. However, as the graphic above illustrates, that was

Search Engine Land Source

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