|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.
SYS-CON Events announced today that Cloudian, Inc., the leading provider of hybrid cloud storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cloudian, Inc., is a Foster City, California - based software company specializing in cloud storage software. The main product is Cloudian, an Amazon S3-compliant cloud object storage platform, the bedrock of cloud computing systems, that enables c...
Apr. 27, 2015 01:00 AM EDT Reads: 2,756
Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product. Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things...
Apr. 27, 2015 12:45 AM EDT Reads: 2,334
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the ...
Apr. 27, 2015 12:45 AM EDT Reads: 4,665
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada...
Apr. 27, 2015 12:00 AM EDT Reads: 5,277
“With easy-to-use SDKs for Atmel’s platforms, IoT developers can now reap the benefits of realtime communication, and bypass the security pitfalls and configuration complexities that put IoT deployments at risk,” said Todd Greene, founder & CEO of PubNub. PubNub will team with Atmel at CES 2015 to launch full SDK support for Atmel’s MCU, MPU, and Wireless SoC platforms. Atmel developers now have access to PubNub’s secure Publish/Subscribe messaging with guaranteed ¼ second latencies across PubN...
Apr. 27, 2015 12:00 AM EDT Reads: 3,883
SYS-CON Events announced today that On the Avenue Marketing Group, a sales and marketing firm that utilizes events to market and sell products to consumers, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. On the Avenue Marketing Group (OTA) is a sales and marketing firm that utilizes events to market and sell products to consumers. On behalf of our clients, we attend thousands of fairs, festivals, exp...
Apr. 26, 2015 07:30 PM EDT Reads: 3,507
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
Apr. 26, 2015 07:00 PM EDT Reads: 2,892
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists will discuss how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations m...
Apr. 26, 2015 05:15 PM EDT Reads: 2,051
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 26, 2015 05:00 PM EDT Reads: 4,492
of cloud, colocation, managed services and disaster recovery solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. TierPoint, LLC, is a leading national provider of information technology and data center services, including cloud, colocation, disaster recovery and managed IT services, with corporate headquarters in St. Louis, MO. TierPoint was formed through the strategic combination of some of t...
Apr. 26, 2015 04:30 PM EDT Reads: 1,667
SYS-CON Events announced today that Column Technologies, a global technology solutions company, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a leader in application performance and infrastructure management for commercial and federal markets. The company is headquartered in the United States, with a diverse and talented team of more than 350 employees around th...
Apr. 26, 2015 04:00 PM EDT Reads: 1,807
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Apr. 26, 2015 03:00 PM EDT Reads: 2,515
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable o...
Apr. 26, 2015 03:00 PM EDT Reads: 1,535
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will mee...
Apr. 26, 2015 03:00 PM EDT Reads: 1,934
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applicatio...
Apr. 26, 2015 02:00 PM EDT Reads: 2,752