October 02, 2006 | Monday
Local search: Getting bigger and better
By Jackie Danicki - Blogger in Marketing |News |Online Sales |Search Engines |Search Research
MediaWeek reports on new research into local search:
More than one-third of the U.S. population or 109 million people in July performed 849 million local searches in July, a 43 percent increase compared to the previous year, according to a study released Thursday by comScore Networks. Most of the searches, about two out of five or 41 percent, were searching for something in their local market, such as a car rental office or dry cleaner.
Google sites got the largest share of the searches at 29.5 percent, followed by Yahoo sites (29.2 percent), Microsoft (12.3 percent)…
The offline consequences of search - something not as easily tracked as the direct purchases which follow a search - were also polled.
In the first half of the year, 47 percent of consumers visited a local merchant as a result of their search, 41 percent made contact offline, and 37 percent made contact online.
With that kind of activity, it’s not surprising that local paid search gets the lion’s share of local online advertising. In 2007, Borrell Associates projects local paid search will get 86.1 percent of local online ad dollars in 2007, doubling to $1.8 billion, from $938 million this year.
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