comScore Revvs Local Search Data

comScore released new, in depth data on local search. A summary of highlights from the full release: Among comScore respondents, 41% of searches were directed near the home, rather than as research for travel. And among those local-to-residence searches, 59% were related to media and entertainment, and 52% focused…

comScore released new, in depth data on local search.

A summary of highlights from the full release:

Among comScore respondents, 41% of searches were directed near the home, rather than as research for travel. And among those local-to-residence searches, 59% were related to media and entertainment, and 52% focused on a specific businesses. “Two out of five local searchers (41 percent) were looking for information on a local service in their home area, including car rental office, dry cleaner or lawyer.”

Further, and perhaps most significantly, comScore found that “performing a local search drives consumers to take action. During the second quarter of 2006, 47 percent of local searchers visited a local merchant as a result of their search behavior, while 41 percent made contact offline. More than one-third (37 percent) made contact online as a result of conducting a local area search.”

Picture 1-21-TmSEW points out that Google (30%) and Yahoo (29%) together dominate the local search field— which this July’s figures described as 63% of US internet users (109 million individuals).

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

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