By Chantal Tode
Tablet owners are the most active local searchers with 64 percent using their devices at least weekly for local searches and 86 percent making a purchase from their most recent tablet-based local search, according to a new report from Localeze and 15miles.
As it becomes easier for consumers to access and share meaningful local business information thanks to the growth in mobile, social networks and daily deals, this is transforming the way consumers perform local searches. As a result, local merchants and other businesses need to get their listings correct and capitalize on the ability to reach consumers at the right time in the platform they are in.
“There has been a lot of talk about the convergence of social local mobile or SoLoMo over the past few years, but the data has not been there to truly support it,” said Dave Dague, vice president of marketing for Localeze, Vienna, VA.
“This year’s study shows that consumers are rapidly adopting new devices and new methods to access local business information, particularly tablets,” he said.
“As a result, it is imperative for marketers to employ a strategic multichannel approach while ensuring the sanctity of their business listings to avoid an identity management crisis.”
Shaping buying behavior
The findings show that tablets are critical to all stages of the local business search and purchase cycle and lead to a higher likelihood of making a purchase.
Additionally, 61 percent of smartphone users surveyed reported conducting local searches from a device. These users also indicated that the No. 1 reaseon for using a mobile device in a local business search is the on-the-go necessity for fast information.
Applications are also popular for searching, with 49 percent of mobile and tablet owners saying they use apps for local business searches.