Click here to close now.


News Feed Item

Survey Reveals Local Businesses and Consumers Out of Sync on Mobile Search Expectations

More than a decade into the smartphone era, consumers still don’t get the level of functionality they need from the mobile web when conducting searches for local and other businesses. Although four out of five searches via mobile devices lead to purchases, often within a few hours, the mobile search user experience still has a lower satisfaction rate than its PC, laptop and tablet equivalents.

That’s one key takeaway from a comprehensive new survey of digital consumer behavior commissioned by Neustar and 15miles and conducted by comScore, based on a targeted sample of more than 3,000 users who conduct local business searches. The study also reveals that these users interact with local content on more devices than ever, with 63 percent now using multiple devices to find local businesses.

The research also indicates that PC-based searches increased slightly year-over-year in 2013, influenced by a 6 percent decline in searches on non-search engine websites. At the same time, the mobile phone and tablet audience is growing, and it represents a huge potential market: 79 percent of mobile phone users and 81 percent of tablet owners use those devices to search for local business information. As this practice becomes more routine, the less satisfied these users are with the process.

“There’s a tremendous opportunity here for companies to gain a competitive advantage by improving the local search experience for consumers across mobile devices,” said Mike Pycha, executive director at Neustar. “More than half the consumers in this survey, 54 percent, stress the importance of mobile site design. That should be a clarion call to the many vendors who still see mobile as a lower priority than their primary online offerings.”

Searching for Information On the Go

The survey shows that consumers have different uses and expectations for PC/laptop and mobile local searches. Smartphone and tablet searches are driven by a need for information on the go—a top reason cited by 65 percent of smartphone users and 37 percent of tablet users. As a result, mobile phone and tablet searchers don’t want to be overwhelmed with content, but do expect details like addresses (mobile) and basic product/service information (mobile and tablet).

The new research also indicates a divergence between smartphone and tablet local search:

  • Compared with all other devices, mobile phones have the highest conversion rate: Nearly 80 percent of mobile phone searches end in a purchase.
  • Tablet search functionality might be influenced by the time of day—44 percent of tablet traffic occurs after 5 pm, when users perhaps find it harder to reach brick-and-mortar stores.
  • Share of tablet searches that end in a purchase, 64 percent, decreases as the search function becomes comparative in nature.

Bringing Customers in the Door

Additionally, the line between ecommerce and brick-and-mortar retail is blurring. In another sign of the omnichannel retail trend, the study indicates that nearly three out of four mobile phone searches that end in a purchase actually brought the customer into a brick-and-mortar store.

So what are local search users looking for on their mobile devices? The new survey shows that not much has changed since the last such research initiative:

  • Restaurants come out on top with 23 percent, followed by stores in various categories
  • Auto service establishments and dealerships come in at 10 percent
  • Arts and entertainment rank at 9 percent

Just as each device clearly meets specific needs in terms of local search, businesses should in turn consider which device appeals most to their particular audience when developing and executing marketing strategies. In particular, when asked what kinds of businesses they’re looking for when conducting specific business searches, consumers cite:

  • Health and fitness (67 percent)
  • Restaurants (67 percent)
  • Financial services providers (66 percent)

These findings point to a clear opportunity for independent companies to gain an advantage by being easy to find online, whether through PCs/laptops or on mobile devices.

“This research may be our clearest indication yet of the ongoing maturation of the mobile market,” said Brian Wool, vice president of content distribution at Neustar. “On the one hand, consumers will continue to enjoy a wide variety of form factors, operating systems and particularly applications. At the same time, they expect a consistent and navigable search functionality that serves up exactly the depth and quality of information they need. Vendors that can offer such services can gain a clear and competitive advantage.”

“Trends Shaping Local Search in 2014,” a webinar featuring speakers from Neustar, comScore and 15miles on April 9 at 2:00 p.m. ET, will offer most insights from the survey, along with real-world strategies and tactics that independent companies can adopt to draw more business. You can join the conversation by clicking here.


The Neustar Localeze and 15miles comScore Local Search Usage Study consists of a targeted sample of more than 3,000 users of local business Internet searchers, broken down by three search categories: Internet Yellow Pages, local search sites, and portal search sites. The report leverages both the quantitative survey and behavioral data from comScore’s U.S. consumer panel.

About Neustar, Inc.

Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at

About 15miles

15miles, the local search division of Geary LSF Group, is a leader in local, mobile and social marketing solutions for national and regional brands. Applying the management team's proven expertise and rich history in local search marketing to its services, 15miles offers a variety of solutions that includes social marketing, search engine optimization, pay-per-click advertising, website design and development, Internet yellow pages, local business listing management and mobile solutions. For more information, please visit or

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In today's enterprise, digital transformation represents organizational change even more so than technology change, as customer preferences and behavior drive end-to-end transformation across lines of business as well as IT. To capitalize on the ubiquitous disruption driving this transformation, companies must be able to innovate at an increasingly rapid pace. Traditional approaches for driving innovation are now woefully inadequate for keeping up with the breadth of disruption and change facin...
In his General Session at DevOps Summit, Asaf Yigal, Co-Founder & VP of Product at, explored the value of Kibana 4 for log analysis and provided a hands-on tutorial on how to set up Kibana 4 and get the most out of Apache log files. He examined three use cases: IT operations, business intelligence, and security and compliance. Asaf Yigal is co-founder and VP of Product at log analytics software company In the past, he was co-founder of social-trading platform Currensee, which...
PubNub has announced the release of BLOCKS, a set of customizable microservices that give developers a simple way to add code and deploy features for realtime apps.PubNub BLOCKS executes business logic directly on the data streaming through PubNub’s network without splitting it off to an intermediary server controlled by the customer. This revolutionary approach streamlines app development, reduces endpoint-to-endpoint latency, and allows apps to better leverage the enormous scalability of PubNu...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, San...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem"...
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ab...
I recently attended and was a speaker at the 4th International Internet of @ThingsExpo at the Santa Clara Convention Center. I also had the opportunity to attend this event last year and I wrote a blog from that show talking about how the “Enterprise Impact of IoT” was a key theme of last year’s show. I was curious to see if the same theme would still resonate 365 days later and what, if any, changes I would see in the content presented.
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Ben Perlmutter, a Sales Engineer with IBM Cloudant, demonstrated techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user e...
Container technology is shaping the future of DevOps and it’s also changing the way organizations think about application development. With the rise of mobile applications in the enterprise, businesses are abandoning year-long development cycles and embracing technologies that enable rapid development and continuous deployment of apps. In his session at DevOps Summit, Kurt Collins, Developer Evangelist at, examined how Docker has evolved into a highly effective tool for application del...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
Internet of @ThingsExpo, taking place June 7-9, 2016 at Javits Center, New York City and Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 18th International @CloudExpo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Y...
Cloud computing delivers on-demand resources that provide businesses with flexibility and cost-savings. The challenge in moving workloads to the cloud has been the cost and complexity of ensuring the initial and ongoing security and regulatory (PCI, HIPAA, FFIEC) compliance across private and public clouds. Manual security compliance is slow, prone to human error, and represents over 50% of the cost of managing cloud applications. Determining how to automate cloud security compliance is critical...