More than half of all local searches end in a purchase, but 80% of local searches made on mobile devices result in pay dirt—three quarters of the time in brick-and-mortar stores. This, despite the fact that more local searchers surveyed for the 7th Annual Neustar Localeze-15th Mile study preferred the quality of PC and laptop search to mobile (67% to 50%). Some 85% of local searches continue to be made on desktop machines.
That indicates bigger paydays for smarter mobile marketers, and the route to the pot of gold is an easy one, says the survey’s sponsor. “When people are doing local search, they’re looking for the name and number of a business, but now they’re also looking for hours of operation and driving directions. Yet many businesses still don’t provide this information,” says Mike Pycha, executive director of Neustar Localeze. “There’s a tremendous opportunity here for companies to gain a competitive edge.”
Mobile marketers also could benefit by paying closer attention to their creative displays. Some 54% of the 3,000 consumers surveyed said the quality of screen designs influenced their purchase decisions.
More than 247 billion local searches took place in the U.S. in 2013. About a third sought restaurants, 27% local businesses, and 13% driving directions.