Webinar: Local Search Usage Study 2010

Proprietary and confidential. Do not distribute.
Local Search Usage Study (Wave 4)
Gregg Stewart, President, 15miles
Serge Matta, EVP, comScore, Inc.
1

Agenda
Objectives & Methodology
Search Trends
Study Findings
• Growth of Local Search Sites
• Social & Mobile Searchers
• Mobile Search Trends
Q & A
2

Study Objective
To understand the use and value of IYP, Print YP, online and Mobile Search in the
consumer shopping process for local information
3
*Survey was fielded in July 2010 and previous waves were fielded in May 2007, July 2008, and July 2009.
Design
• Consumer Survey
−E-mail invitation to participate in the survey
−Online survey structured to take approximately 15 minutes to
complete
−~4,000 completed responses collected, and grouped into three major
site categories
• Observed Online Behavior
−Online behavior was based on a sample of one million consumers who
agreed to have their online searches monitored anonymously.

Definition of Local Search (as defined in the survey)
“Local business information includes details such as the business name, phone
number, address, hours of operation, specials, promotions, products carried,
payment types accepted, etc.”
4
*Survey was fielded in July 2010 and previous waves were fielded in May 2007, July 2008, and July 2009.
Site Categorization
Local Search Sites
• Google Local/Maps
• Yahoo! Local
• Bing Maps
• Citysearch.com
• City.Ask.com/Maps.Ask.com
• Mapquest.com
General Search Sites
• Google.com
• Yahoo.com
• Bing.com
• AOL.com
• Ask.com
Yellow Pages Sites
• SuperPages.com
• Yellowpages.com (YP.com)
• DexKnows.com
• Yellowbook.com
• Yelp.com
• Local.com

Agenda
Search Trends
Study Findings
Q & A
5

Proprietary and confidential. Do not distribute.6
Total Searches (Billions)
+14%
Change vs.
Jun-09
Source: comScore qSearch 2.0 Total US Internet Searchers
Total US searches grew 14% year-over-year, reaching 24.9
billion in June 2010.
US Search Growth

Growth Among Search Engines & Non-Search Engines
Search Engines
Non-Search Engines
Total Searches (Billions)
Growth from search engines are being outpaced by non-search engines
• Driven by searches from portals, directories and social networking sites
+9%
+22%
+13.8%
Change vs.
Jun-09

US Non-Search Engine Growth
Non-Search Engine Searches (Millions)
-56%
-8%
+46%
+210%
+6%
Non-search engines show strong yearly search growth from June 2009, with
leading growth rates for Facebook and Amazon
Facebook site re-design
Change vs.
Jun-09

Local – A Place For Everyone
Search and Social Get Local
& Mobile
Local tags
Service Areas
QR Codes

Trends To Watch
• As local heats up – Google and some of the top social
networking sites are making strides to own the local
search space.
10
• The growth and popularity of non-search
engine sites (i.e. Social), as well as the rapid
adoption of Smartphone devices, has changed
the way we search for local businesses and
information.

Search Trends
Study Findings
Q & A
Agenda
11

Primary Source for Local Business Information
Survey questions: Q1 In general, what is the first thing you use when searching for
local business information?
Print
Yellow
Pages
Search
Engines
Internet Yellow
Pages
Local Sites
Other
(mobile, social etc)
+1
+1
+1
+2
-5
Primary Source of Local Business Information

Primary Source for Local Business Information
13
Consumers in all age ranges now prefer to go online first – when looking
for local business information

Primary Source by Demographic
Age 18-24 25-34 35-44 45-54 55-64 65+
A print Yellow Pages or White Pages directory 9% 12% 20% 27% 34% 43%
Local newspaper or magazine 2% 1% 2% 2% 3% 3%
Directory Assistance (on the phone) 3% 2% 2% 2% 2% 2%
Your cell phone or other wireless device (PDA) 3% 7% 3% 2% 1% 0%
Search Engines (Google, Yahoo, MSN, etc.) 45% 36% 35% 29% 25% 22%
Internet yellow pages sites (YellowPages.com,
SuperPages.com, YellowBook.com,etc.) 15% 23% 24% 21% 21% 16%
Local Search Sites (Google Maps, Yahoo! Local etc.) 15% 14% 11% 14% 11% 11%
Social Networking Site (myspace.com, facebook.com,
etc.) 6% 4% 2% 1% 0% 0%

Secondary Sources Count Too!
Consumers reference up to 7.9 different media sources
*Source: BIA / Kelsey, 2010
1: Refers to Local search sites and Internet Yellow Pages sites
prior to making a purchase*.
After referencing a Search Engine:
44% reference the Yellow Pages
38% Local Search Sites1
19% Newspapers
14% cell phone
Only 14% of search engine users said they did
not reference any other source
Survey questions: Q1. In general, what is the first thing you use when searching for local business information?
Q3. Are there any other sources you use for local business information? Please select all that apply

Consumers reference up to 7.9 different media sources
prior to making a purchase*.
After referencing a Print Yellow Pages:
41% Search Engines & IYPs
32% Local Search Sites
23% Newspapers
14% Directory Asst.
Only 15% of Print Yellow Pages users said they
did not reference any other source
*Source: BIA / Kelsey, 2010
Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3.
Are there any other sources you use for local business information? Please select all that apply
Secondary Sources Count Too!

76%
67%
60%
47%
14% 9%
17
Search Engines and Print Directories remain the top combined primary and
secondary sources of local business information
Survey questions: Q1. In general, what is the first thing you use when
searching for local business information? Q3. Are there any other sources
you use for local business information? Please select all that apply
Combined Media Usage
Print YP’sSearch
Engines
80%
0%
40%
50%
60%
70%
10%
20%
30%
IYP’s Local Sites Newspaper Directory
Assist.
Cell Phone Social
64% 62%
55%
41%
17%
10% 7%
23%
2010
2009
21%
16%

When looking at the YOY growth rate – It is easy to see the growing
importance of local mobile and local social search
Survey questions: Q1. In general, what is the first thing you use when searching for local business information? Q3.
Are there any other sources you use for local business information? Please select all that apply
Combined Media Usage
Print YP’sSearch
Engines
80%
0%
40%
50%
60%
70%
10%
20%
30%
IYP’s Local Sites Newspaper Directory
Assist.
Cell Phone Social
2010
2009
19%
8%
9%
15%
-9%
-6%
40% 28%

Search Trends
Study Findings
Q & A
Agenda
19

Local Search Share
“Local” Sites
• AOL Cityguide/Local
• Mapquest
• Ask.com Local
• Citysearch
• Google Maps
• Bing Maps/Local*
• Yahoo! Maps/Local
IYP” Sites
• AOL Yellowpages
• Superpages Network
• MSN Yellowpages**
• RH Donnelley (Dex)
• Yahoo! Yellowpages
• AT&T Interactive Network (formerly
Yellowpages.com Network)
• Yellowbook Network
Local sites now claim two-thirds of IYP/Local searches, growing from 51% to
68% year-over-year This large growth is mostly due to on-going development of
Google Maps’ and Bing’s continued expansion
*formerly MSN Maps/Local
** MSN Yellowpages Search traffic predominantly shifted to Bing in June 09

Local Search Share
Local Search Market Share
-
41%
10%
11%
9%
9%
9%
6%
1%
1%
Although both Google and Bing have shown significant growth from 2009 to
2010 –Google clearly is the category leader

Search Trends
Study Findings
Q & A
Agenda
22

Social Network Searchers
On Social Networking sites, local business information is frequently found on
company brand pages (previously called “fan” pages) and through
recommendations from connections.
Survey questions: Q3D. When you use social network sites to search for local business
information how do you find the information you are looking for?

Importance of Local Business information offered on
Social Networking Sites
Are you more likely to use a company if
you can find their information on a Social
Networking site?
Q3E. If a local business has its information available on a social networking site, are you more likely to use
the local business?
Q3G: How important is it that a business offers the below information on social networking sites?
Social Network Searchers

Usage of Consumer
Ratings and Reviews
Importance Of Consumer
Ratings and Reviews
Q35 Did you use any of the online consumer ratings and reviews information on <<site>>?
Q36 How important are online consumer ratings and reviews to you in making your selection?
Ratings & Reviews

Ratings & Reviews
Over 40% of Social networkers and Mobile users, in addition to being
more likely to use consumer reviews, are also more likely to write them.
Q37 Have you submitted reviews online for local businesses?
Q38B How many online reviews have you submitted in the past 30 days?

% of Respondents with Successful Visit (2010)
Survey question: Q23 Which of the following activities did you do as a result of this online local
business search?
• Post search – the majority of consumers contact a business offline (phone
call or in-store visit)
• However, Mobile and Social network users are more likely to continue to
research offline and online after their initial search
Post-Search Activity

Additional Offline Research
Q25 What additional offline resources did you use for research?
Q24 What additional online resources did you use for research?
2010 experienced a notable increase in additional research, from friend and family
member to other offline methods of research, specifically printed directories
Additional Online Research

Q32 What factors contributed to your lack of satisfaction?
Reasons for Lack of Satisfaction (Content)
% of Dissatisfied Respondents
• Social Networkers are dissatisfied as a result of not being able to find the
business they were searching for as well as the accuracy of data found
• Mobile users cited that there were not enough businesses listed
1 out of 6 searchers are not satisfied with their search results

Post Search Activity
Number of Businesses Contacted
Social networkers and Mobile users are more likely to contact multiple
businesses than the average searcher
28%
48% 42%
Q22B How many businesses did you contact as a result of you last online business search?

Purchase Activity
Social networkers and Mobile users are more likely to make a purchase vs.
general searchers
55%
67% 70%
Survey question: Q26 Did you make a purchase from the local business?
Post Search Activity

Search Trends
Study Findings
Q & A
Agenda
32

Mobile Search Trends
• Smartphone users are 3x’s more likely to conduct local searches via their phones
• Mobile searchers still prefer to search via their browser vs. other methods
Search PreferencesSearch by Phone Type
Survey question: Q102B1 When you use your mobile phone to get local business information, which is your preferred method
to get the information?
Survey question: Q101 Have you ever used your mobile phone to conduct a local business search, either through the Internet
or using Directory Assistance?

• Overwhelmingly, the preferred mode to access local content remains the mobile
browser, with over 29MM users in June 2010.
• Downloaded applications once again shown the greatest growth in popularity, with
61 percent more users accessing local content via applications year-over-year in
June 2010.
34
Subscribers Accessing Local Mobile Content* by Access
Method
Three-Month Average Ending June 2010 vs. June 2009
Number of Mobile Subscribers (MM)
Jun-09 Jun-10
Y/Y Percent
Change
Any Access Method 34.1 46.5 36%
Browser 21.7 29.2 35%
Application downloaded to
phone
13.7 22.0 61%
SMS 9.6 11.7 22%
*Local content defined as searching for information on maps, movies, business directories or restaurants.
Source: comScore MobiLens (US Mobile Subscribers Age 13+)

Among the various local content categories, the number of people accessing
restaurant information and maps saw the greatest increases (over 45 percent),
followed by online movies and online directories (42 and 25 percent,
respectively).
Growth in Local Mobile Content by Genre
Three-Month Average Ending June 2010 vs. June 2009
Number of Mobile Subscribers (MM)
Local Mobile Content Genre Y/Y Percent Change
Online Directories 25%
Maps 46%
Restaurants 47%
Movies 42%
Source: comScore MobiLens (US Mobile Subscribers Age 13+)

Summary of Findings
The majority of local business searches are conducted online.
70% cited a website as their primary source of research, up 7
percentage points from 2009.
• However, a well diversified media mix must now include
social and mobile marketing:
• Double digit growth in usage
• Higher propensity to make a contact and a purchase post search
• Growth in Smartphone adoption and usage of ratings & reviews
• Although traditional channels like the printed Yellow Pages have
dropped in usage as a primary source – their usage and value
remains strong as a secondary source of local information.

Summary of Findings
• 17% are dissatisfied with the information provided
when searching online or via mobile for local
businesses. The most common reason for dissatisfaction
was an inability to find the desired business(es).
• Post a local search - consumers are more likely than
general searchers to make a contact or purchase. In
the absence of a successful search 1 out of 3
consumers abandon their search.

Interested in our study?
Download our whitepaper at:
www.LocalSearchStudy.com
Local Search Usage Study – Wave 4

Thank You.
39
Gregg Stewart
Gregg.Stewart@15miles.com
Serge Matta
Smatta@comScore.com

Webinar: Local Search Usage Study 2010

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