The results of the 6th annual 15miles/Neustar Localeze Local Search Study were recently released. It contains information about trends in local search that is important if you are a local business owner. Consumers continue to adapt to search on their mobile devices. This makes optimizing your company’s local search presence more important than ever.

Local Search Study: Key Takeaways

You can read the entire report here, but below the key takeaways from the local search study:

1. Search continues to grow as the most popular online activity for mobile browsers used on both phones and tablets. Total U.S. visitors to search sites and apps grew 26% on mobile phones and 19% on tablets in 2012.
2. Local search on mobile phones continues to grow with nearly 86 million accessing local business information on their mobile phone, a 63% increase since 2010.
3. Mobile and tablet searchers continue to skyrocket but there are important differences between these two groups of users. Mobile phones are more likely to be used because information is needed on the go than tablets. Tablet users are becoming less mobile, less concerned with the ease of use of the device, and require greater depth of information.
4. Mobile phone searchers are more likely than tablet users to cite maps, driving directions, and distance to the business as helpful pieces of information to be found during their search. Tablet searchers are more likely to cite consumer reviews and online promotions to be more helpful.
5. Trends show that those who primarily search on Local Search Sites are becoming more reliant on mobile devices. Year over year, the portion of these searchers who state that PC/laptops are the primary way they access Local Search Sites have declined by 7%. They are increasingly relying on mobile applications.
6. Sites that have a larger portion of mobile searchers are being used more frequently than they were a year ago. Local Search Sites and Social Networking Sites have the largest portion of primary users who typically turn to mobile devices in order to research local businesses. Primary users increased weekly searches on Local Search Sites and Social Networking Sites by 3% over the past year.
7. Search via apps is on the rise. Just two years ago, more people were accessing local content on their phones using mobile browsers. Over the past two years, application use has grown, making it the most popular way to obtain local business information on mobile phones.
8. Facebook and Google Maps dominate. Of the mobile phone searchers who say they use applications to search for local businesses, 35% use Google Maps. 92% of those who searched for local business information on social networking sites on PC/laptops, mobile phones, or tablets used Facebook.
9. Compared to Local Search Sites, IYP Sites, Portal Sites, and Consumer Rating and Review Sites, those who primarily use Social Networking Sites are the most likely to cite mobile phone apps as their main access method.

Local Search: How Devices are Used in Finding Local Business