% of locals googling services

8 replies
I'm trying to determine the online market for a local niche. Is there any research on the % of people searching for services online vs using offline such as yellow pages, etc.? I've talked to 4 people in my family and 3 of them search online almost exclusively as well as me....and I'm the only one that does business online. Any insight is appreciated. Thanks.
#googling #locals #services
  • Profile picture of the author peter.max
    Here is a copy and paste from Local.com October Newsletter. I hope it gives some of the numbers that you are looking for.

    For local businesses, the findings confirm that the most effective search marketing strategies include "a diverse, cross-platform mix of media sources... including mobile and social media." The good news is that's exactly what Local.com provides with ratings and reviews so that advertisers automatically find that 'right mix.'

    Here's a summary of five other findings that are key to your own local search marketing strategy:
    • 41% of people looking for local businesses spend the vast majority of their time using online searches rather than offline sources. That's up from 26% from just two years ago!
    • Mobile search is rapidly growing thanks to mobile devices that offer Internet browsers and applications -- a trend expected to grow as today's uber-connected 18-24 year-olds enter the marketplace.
    • Online search is used earlier in the purchase process. This means it's important for your website to allow consumers to research your brand, the products and services you offer, hours of operation, and features that differentiate you from competitors, such as coupons or special offers.
    • User-generated content, such as ratings and reviews, is more important than ever in shaping consumer purchasing decisions. Businesses that proactively interact with consumers can not only build their brand and brand awareness, they can also monitor how their brand is being perceived and experienced.
    • The ROBO trend (research online/buy offline) continues, with people who search for local businesses online more likely to follow up in person -- especially when they've used local search. For example, 33% of people using a general search engine follow up by phone, while a whopping 46% of people using local search are willing to follow up with an in-store visit -- a figure that has grown from just 34% a year ago.
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    • Profile picture of the author Bronwyn and Keith
      Hey Peter

      Great info. Do you know how long ago this was as we would expect it to be much higher now.

      Agree totally with the ROBO scenario too BTW.

      Regards

      Bronwyn and Keith
      Originally Posted by peter.max View Post

      Here is a copy and paste from Local.com October Newsletter. I hope it gives some of the numbers that you are looking for.
      [quote=peter.max;2770342]For local businesses, the findings confirm that the most effective search marketing strategies include "a diverse, cross-platform mix of media sources... including mobile and social media." The good news is that's exactly what Local.com provides with ratings and reviews so that advertisers automatically find that 'right mix.'

      Here's a summary of five other findings that are key to your own local search marketing strategy:
      • 41% of people looking for local businesses spend the vast majority of their time using online searches rather than offline sources. That's up from 26% from just two years ago!
      • Mobile search is rapidly growing thanks to mobile devices that offer Internet browsers and applications — a trend expected to grow as today's uber-connected 18-24 year-olds enter the marketplace.
      • Online search is used earlier in the purchase process. This means it's important for your website to allow consumers to research your brand, the products and services you offer, hours of operation, and features that differentiate you from competitors, such as coupons or special offers.
      • User-generated content, such as ratings and reviews, is more important than ever in shaping consumer purchasing decisions. Businesses that proactively interact with consumers can not only build their brand and brand awareness, they can also monitor how their brand is being perceived and experienced.
      • The ROBO trend (research online/buy offline) continues, with people who search for local businesses online more likely to follow up in person — especially when they've used local search. For example, 33% of people using a general search engine follow up by phone, while a whopping 46% of people using local search are willing to follow up with an in-store visit — a figure that has grown from just 34% a year ago.
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  • Profile picture of the author peter.max
    I received their newsletter last week. So it is pretty receent. As with all market research it is based on a sample size, demographics etc.

    Some other stats that I've seen in the past few months have higher numbers. Will see if I can find them
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  • Profile picture of the author Chad Heffelfinger
    Thanks a lot Peter, that's awesome info that we can use. I love stats that back up what we are trying to do and help businesses with.
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