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Consumers Turn to Mobile for Local Searches

Consumers Turn to Mobile for Local Searches

By | 08.07.13
Consumers Turn to Mobile for Local Searches

Consumers Turning to Mobile for Local Search Image_smSince the invention of the cell phone, many of us don’t know how we’ve lived without them. Today’s mobile technology has probably exceeded what most of us could have ever imagined, giving us access to information on the go, and even influencing how we buy.

Today’s consumers are reaching for their smartphones more often to make local searches, according to comScore. As the number of visitors to sites via mobile devices continues to grow, small businesses who can adapt to this tend have much to gain.

Good news for small businesses that have a mobile website or storefront is the 6th Annual 15miles/Neustar Localeze Local Search Usage Study, (March 2013), found that consumers’ number one activity on mobile devices is search – stating that nearly 86 million people now seek local business information on their mobile phone in the U.S. They also found that people who found a business through mobile local search were more likely to make a purchase.

With more than half of Americans now owning smartphones, the number of mobile and tablet searchers continues to climb. The comScore study found that the number of U.S. searchers grew 26% in the last year alone and PC/laptop searches have decreased 17%. This confirms that mobile marketing should be a part of your strategy but how? Here are some top tips from the study:

  • Accuracy of information on your mobile site is as important to searchers as in-depth content. This makes sense when you’re searching for a local business on your smartphone and need the basics so that you can find what you are searching for easily and make the next choice, which hopefully is an in-store visit or purchase.
  • Maps and directions are of high value to searchers. Make sure you include accurate maps of your location and an option for linking to directions or even general directions from major throughways.
  • Searchers are becoming less likely to return to portal sites like Safari to start their search and are turning more toward internet yellow pages to find the business they are looking for. Make sure your listings on these sites are accurate and complete.
  • Many consumers don’t expect your business to have a mobile site and are happily surprised when you do. If you haven’t already, make your site mobile friendly with a responsive design to help set you apart from your competition. This helps because responsive design modifies your site to fit whichever tablet or smartphone the viewer has, making it easier to navigate and choose your business.

It’s important for businesses to make mobile marketing part of their overall marketing plan. You can begin by incorporating plans to make your site mobile optimized for smartphones and tablets then making sure your information is accurate and consistent with your other marketing efforts. With time you may find consumers are finding your business because of the ease of being able to find you on the go.

How are you going to use mobile marketing? Let us know, we’d love to hear from you.

*All statistics referenced in this article are attributed to 6th Annual 15miles/Neustar Localeze Local Search Usage Study, March 2013.

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