15miles, the local, mobile and social marketing division of TMP Directional Marketing (TMPDM), has released its fourth annual Local Search Usage Study, conducted by comScore in July 2010, based on data from 4,000 online surveys together with observed behaviors of one million consumers who agreed to have their online searches tracked anonymously. The report underscores the growing importance of social networks and mobile search in consumer’s local shopping decisions.
70% of respondents indicated that search engines, online Yellow Pages or social networks are their primary sources of local business information. Year over year, non-search engine queries–Facebook, craigslist, etc.–increased 22% to where they now represent over one-third of total query volume.
Key highlights regarding the importance of social platforms in local searches:
- 69% of respondents are more likely to use a local business if it has information available on a social network.
- When using social networks, consumers most frequently find local business information on a company’s brand page (56%), followed by recommendations from connections (55%).
- 74% are more likely to use a local business if a connection recommends it.
- Social network and mobile users are also more likely to use and write user reviews: 40% have submitted between two and five reviews in the past 30 days.
- Of local business searchers who use social networks (9%), 93% responded that they use Facebook for finding local business details.
Additionally, of social network users surveyed:
- 81% believe that it is important for local businesses to respond to questions and complaints on social sites.
- 78% want special offers, promotions and information about events.
- 66% think that company photos are important.
Here’s the original press release on PRWeb.
Additional details at MediaPost.
