There is a press release on Marketwire from TMP Directional Marketing about a recent Local Search Usage Study conducted by comScore. The study found that most people still use a variety of online and offline media resources to find their local businesses. What I found most interesting in the findings were the preferred sources used by those in the study group.
First sources used:
- Search Engines (31%)
- Offline Print Yellow Pages / White Pages (30%)
- Online Yellow Pages Sites (Superpages.com / YellowPages.com) (19%)
- Online Local Search Sites (11%)
If you add up the online source percentages you get 61% are now using online sources for finding local businesses. Obviously, the vast majority are using online sources for local business information, but doing their buying offline.
The study also states that following online local searches, 39% of the consumers contacted a business over the telephone, 32% visited the business in-person and 12% contacted the business online. This is the part of the study I am not clear on: What were these people in the study group actually searching for? Just a phone number and address? For example: if I was looking to make an appointmnet, make a service call, check stock before I go there, I would either use Google or my Yellow Pages print book depending on which was faster at the time. But if I was looking to buy flooring and I knew nothing about the flooring dealers in my area, nor the products/services offered, I would probably would want to first visit their websites to learn more about the companies and what they actually offer and get their store hours. In this situation I would guess the search engines would be the first choice for most consumers today (it would for me) and the search engine precentage would be much greater than 31%.
Click here to read the TMP press release on Marketwire.com
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