May 2016

Keyonna wanted to try somewhere different for lunch, so she used the GPS functionality on her smartphone to research restaurants close to her office. She discovered a fast food restaurant she had never tried, and that business now has a new customer.

People will often use their smartphones in their I-want-to-go moments to find new places close to where they are. But many brands prioritize only the moments when their own business is specifically being searched for, not the moments when they could influence people who are open to discovering new places or ideas. Showing up for consumers in these moments is important. Just by being there, you're in the game to win new customers. Ensure the information you supply is relevant by using location signals to provide details such as opening hours, directions, and contact information.

Mobile makes up 88% of all "near me" searches, with those mobile searches growing at 146% year over year.

Source: Google internal search data, U.S., all devices, 2014-2015 and Google internal search data, U.S., mobile devices, 2014-2015.

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