|By Business Wire||
|April 9, 2014 09:06 AM EDT||
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 www.neustar.biz.
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 www.15miles.com or www.gearylsf.com.
The financial services market is one of the most data-driven industries in the world, yet it’s bogged down by legacy CPU technologies that simply can’t keep up with the task of querying and visualizing billions of records. In his session at 20th Cloud Expo, Jared Parker, Director of Financial Services at Kinetica, will discuss how the advent of advanced in-database analytics on the GPU makes it possible to run sophisticated data science workloads on the same database that is housing the rich inf...
Feb. 19, 2017 02:15 PM EST Reads: 873
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Feb. 19, 2017 02:00 PM EST Reads: 859
Providing the needed data for application development and testing is a huge headache for most organizations. The problems are often the same across companies - speed, quality, cost, and control. Provisioning data can take days or weeks, every time a refresh is required. Using dummy data leads to quality problems. Creating physical copies of large data sets and sending them to distributed teams of developers eats up expensive storage and bandwidth resources. And, all of these copies proliferating...
Feb. 19, 2017 01:45 PM EST Reads: 4,764
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
Feb. 19, 2017 01:15 PM EST Reads: 657
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Feb. 19, 2017 12:45 PM EST Reads: 967
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
Feb. 19, 2017 12:00 PM EST Reads: 586
Column Technologies exhibited at SYS-CON's @DevOpsSummit at Cloud Expo, which took place at the Javits Center in New York City, NY, in June 2016. Established in 1998, Column Technologies is a global technology solutions provider with over 400 employees, headquartered in the United States with offices in Canada, India, and the United Kingdom. Column Technologies provides “Best of Breed” technology solutions that automate the key DevOps principals and help our customers meet today’s DevOps and Dig...
Feb. 19, 2017 12:00 PM EST Reads: 702
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Feb. 19, 2017 11:45 AM EST Reads: 938
Cloud Expo, Inc. has announced today that Andi Mann and Aruna Ravichandran have been named Co-Chairs of @DevOpsSummit at Cloud Expo 2017. The @DevOpsSummit at Cloud Expo New York will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and @DevOpsSummit at Cloud Expo Silicon Valley will take place Oct. 31-Nov. 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Feb. 19, 2017 11:30 AM EST Reads: 746
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you...
Feb. 19, 2017 11:30 AM EST Reads: 830
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Feb. 19, 2017 11:15 AM EST Reads: 1,581
Have you ever noticed how some IT people seem to lead successful, rewarding, and satisfying lives and careers, while others struggle? IT author and speaker Don Crawley uncovered the five principles that successful IT people use to build satisfying lives and careers and he shares them in this fast-paced, thought-provoking webinar. You'll learn the importance of striking a balance with technical skills and people skills, challenge your pre-existing ideas about IT customer service, and gain new in...
Feb. 19, 2017 11:15 AM EST Reads: 1,639
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buyers...
Feb. 19, 2017 11:00 AM EST Reads: 1,544
DevOps and microservices are permeating software engineering teams broadly, whether these teams are in pure software shops but happen to run a business, such Uber and Airbnb, or in companies that rely heavily on software to run more traditional business, such as financial firms or high-end manufacturers. Microservices and DevOps have created software development and therefore business speed and agility benefits, but they have also created problems; specifically, they have created software securi...
Feb. 19, 2017 11:00 AM EST Reads: 2,897
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
Feb. 19, 2017 10:45 AM EST Reads: 7,627