The number of visitors to “search navigation sites”...
The number of visitors to “search navigation sites” via mobile device has jumped 25 percent in the past nine months, Neustar and local-search provider 15miles said, citing a “target sample” of 3,000 users of local business Internet search provided by…
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comScore’s U.S. consumer panel. Neustar and 15miles said more than half of those who use local search to find local business information use such sites “on a weekly basis across all devices” (http://bit.ly/YGXFdg). In March 2012, 90.1 million users visited search or navigation sites or apps from their phones, compared to 113.1 million in December, and tablet searches grew 19 percent between April and December, the study said. Tablet searchers are “placing more importance on the depth of content over time” and find consumer reviews and online promotions most helpful, while phone searchers cite “maps, driving directions and distance as key information,” they said. Local business searchers using a phone or tablet have 78 percent and 77 percent likelihood to make a purchase as a result of their last search, with tablet searchers “skewing toward more expensive purchases,” they said. The study found application-based local search nearly doubled in the past two years; 35 percent of mobile phone searchers who say they use apps said they used Google Maps; and 92 percent of those searching for local businesses via social media said they used Facebook. In healthcare searches, 86 percent of consumers are looking for a specific pharmacy, followed by 75 percent searching for doctors and hospitals, the study said.