15 Miles and Localeze release New Data on Mobile, Social, Local Search

Today local search agency 15 Miles released its annual Local Search Usage study. Now in its fifth wave, the comScore administered study (n=4,000) also included Localeze’s participation for the first time.

It’s quite a “data dump” with lots of different findings about how consumers look for and find local businesses. This includes four main areas: local search, mobile usage, deals and social media influence. Here are a few highlights.

Mobile/Tablet Local Search Shaping Local Search Buying Behavior
�64% of tablet users (vs. 45% of mobile phone) conduct weekly local business searches on the device
�86% of tablet users made a purchase from their most recent tablet-based local search

Social Local Search on the Rise
�67% increase in social local business search since 2010
�35% of those that primarily use social networking sites for local search do so on a daily basis

Online Local Search/Listings Results Most Important to Searchers
�61% consider local search results to be more relevant (vs. 10% of paid search results)
�58% consider local search results to be more trustworthy (vs. 9% of paid search results)

Local Searchers Pleased with Daily Deals
�60% use daily deals and report high satisfaction with the purchases from these sites
�86% have or plan to purchase future deals from these businesses

I have a report in the works that digs a lot deeper into some of the mobile findings, and what they mean. My colleagues will likely do similar reports on the social and local search aspects. There’s a lot there to discuss. For now, here’s a hodgepodge of data, infograph-style.