May 2014

Four in five consumers want search ads to be customized to their city, zip code or immediate surroundings. That's one of the insights from new research on local search conducted by Ipsos MediaCT and Purchasedˆ. Google commissioned these studies of 5,000+ U.S. smartphone users to find out more about their behavior during local search-searches aimed at finding products or services nearby. Participants voluntarily completed an online survey or logged their smartphone search and in-store activities via a mobile diary. This infographic highlights the key findings.


<p>Every day, people search for things nearby by conducting local searches-these are searches for products or services near where they happen to be. Research on U.S. smartphone users shows that local searches happen everywhere, on every device, and present unique opportunities for Google advertisers to reach consumers.</p> <p>Advertiser Implication: Feature your address and directions in your ads across smartphone and computer/tablet.</p> <p>4 in 5 consumers use search engines to find local information.</p> <p>88% search on smartphone</p> <p>84% search on computer/tablet</p> <p>On smartphones:</p> <p>54% search for business hours</p> <p>53% search for directions to a local store</p> <p>50% search for local store adress</p> <p>Advertiser Implication: Tailor your ad copy for the variety of locations and contexts in which your consumers are searching</p> <p>Consumers search for local information from a variety of places including: home, on the go, in-store, workplace, and a restaurant or bar.</p> <p>Advertiser Implication: Use radius bidding to reach consumers near stores and build an attribution model for local searches.</p> <p>% of consumers who visit a store within a day of their local search:</p> <p>50% smartphone</p> <p>34% computer/tablet</p> <p>18% of local smartphone searches led to a purchase within a day</p> <p>Advertiser Implication: Use location bid adjustments to fine-tune bids for specific areas, like cities or zip codes.</p> <p>4 in 5 consumers want ads customized to their city, zip code, or immediate surroundings.</p> <p>>70% say it's important to have directions and a call button in ads.</p>