A report released today by the Local Search Association and prepared by comScore, Inc. finds that local search via non-PC devices continues its significant pace of growth, driven by the rapid adoption of smartphones, tablets, and other mobile devices. The continuing shift of mobile usage signals an opportunity for local businesses to evaluate where they devote their online ad spending.
Specifically, the report shows:
Traffic to online directories and other local resources from non-PC devices more than quadrupled in 2012, reaching 27 percent share of total web traffic in December 2012 from 6 percent share in December 2011. The percentage growth of page hits on online directories and other local resources from non-PC devices grew at more than double the 8 percent growth rate in total web traffic on non-PC devices in 2012. 48 percent of U.S. mobile users used their devices to access local content in December 2012, up from 42 percent inDecember 2011. When compared to all smartphone users, Internet Yellow Pages (IYP) app users are more attractive to advertisers based on their age, income, average monthly spending and typical exposure to ads.
The Local Mobile Search report looks at the evolving mobile environment in the U.S. and the growing role of smartphones, tablets and other connected devices in the local search experience, highlighting trends in online directory and IYP usage and demographics. The report is based on December 2012 data from several comScore digital and mobile metrics databases.
