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26 2011

Local Search Dominates Mobile

Posted in Local Mobile | 0 comments

(Want to learn more about how to succeed in mobile marketing?  Please download my free “Secrets to Successful Mobile Marketing” video now)

ComScore, in a study called “State of Local Search” commissioned by the Local Search Association, tells us that:
•     77.1 million mobile subscribers access local business content-up 34% in the last year.
•    Local content users now account for 33% of all mobile subscribers, also up from 25% last year. Mobile local search
•    The number of local mobile content users with GPS-capable devices has grown to 87% from 76% last year.
•    64% of local mobile content users own smartphones and the three most popular smartphones for local searches are Apple, Google’s Android and RIM’s Blackberry.
•    The main categories of local mobile search breaks down as follows:
o    26% accessed weather, up 41% year-over-year
o    18% accessed maps, up 41% year-over-year
o    12% accessed movie information, up 32% year-over-year
o    10% accessed restaurant information, up 40% year-over-year
o    8% accessed business directories, up 26% year-over-year
o    8% accessed classifieds, up 51% year-over-year
•    73% local content users access local content via a browser although 56% do so through an application.
•    Online daily deal coupons are getting more and more popular. 37% of local searchers report already having purchased one in the past. The most popular types of coupons are restaurants (56%), retail stores (32%), and tourist attractions (13%)
•    79% of those who purchased an online coupon said they visited the local business again after taking advantage of the coupon
Given all of the above, local businesses cannot ignore mobile as a medium.  You need to do all of the following:
1.     Invest in building mobile-friendly websites
2.    Craft the information to a consumer ‘on the go’. So for restaurants, make sure you include mobile-friendly menus as well as a click-to-call so that people can easily contact you for reservations.
3.    Ensure you are listed on all major online business directories: Internet Yellow Pages, CitySearch, Yelp
4.    Explore opportunities to use location-based advertising platforms like Foursquare
5.    Consider creating your own online coupon or investing in a daily deals promotion like Groupon or Living Social. Not only will you get immediate sales through coupon redemption, you will also increase the potential for new sales through repeat customers.
Click here to learn more about the Secrets to Successful Mobile Marketing!