Post on 19-Oct-2014
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The Local-Mobile
Opportunity Webinar July 2013
Today’s Presenters
Presenter
Gregg Stewart President
15miles/Geary LSF
Moderator
Dan Stiehr Director, Client Services
15miles
Today’s Webinar
2013 Local Search Trends – available at localsearchstudy.com
• Why Mobile?
• Mobile Optimized Web Sites
• Mobile Advertising Options
• Questions?
Why Mobile? Today’s Mobile Landscape
4
Decline of PC Search in the US
Source: comScore qSearch 2.0 Total US Internet Searchers
Total US searches on the PC dropped 6% year-over-year to 27.8 billion in
December 2012…
Total Web Searches (Billions)
Non-Local
-5% y/y increase
Local
-17% y/y increase
2,9512,786 2,681
2,810
2,671 2,557 2,565
2,6772,511
2,339
2,4332,348
2,462
Nov-12
26,722
Aug-12
24,374
Oct-12
28,031
25,598
Sep-12
26,246
23,908
28,510
25,999
Jul-12
29,930
27,253
Jun-12
28,149
25,584
May-12
28,077
25,521
Apr-12
27,676
25,005
Mar-12
29,534
26,724
Feb-12
28,040
25,359
Jan-12
28,501
25,715
Dec-11
29,541
26,590
Dec-12
27,803
25,341
Non-Local Searches Local Searches*
Growth of Mobile Searchers in the US
Total Mobile Phone Visitors to Search/Navigation Sites or Apps (Millions)
Dec-12
113.1 112.8
Oct-12
107.4
Sep-12
108.7
Aug-12
103.6
Jul-12
93.0
97.6
Apr-12 Nov-12 Jun-12
90.1
94.0
101.1
May-12 Mar-12
Total US searchers on mobiles phones has grown steadily throughout 2012.
26% Since March
Source: comScore qSearch 2.0 Total US Internet Searchers
30%
32%
37%
42%
51%
30%
31%
39%
40%
56%
0% 10% 20% 30% 40% 50% 60%
Entertainment News
Weather
News
Social Networking
Search
Dec-2012
Dec-2011
Search continues to grow as the most popular online activity for mobile browsers.
Top 5 Activities for Mobile Browsing of those who use Internet Browser on mobile phone
Mobile Phone Use in Search
Source: comScore qSearch 2.0 Total US Internet Searchers
Tablet Ownership Growth
1 2 3 4 5 6 7 8 9 10 11 12
Years Post Introduction
40 MILLION
100 MILLION
Devic
e O
wners
It took Smartphones nearly a decade from their first introduction to
reach 40 million owners. Tablets
have crossed that threshold in only
two years since the launch of the iPad
Source: comScore qSearch 2.0 Total US Internet Searchers
Mobile Phone Local Search Trends
Mobile Phone Local Business Content Access Methods (Millions)
Local search on mobile phones continues to grow with nearly 86 thousand accessing local business information on their mobile phone.
10.5
31.529.0
52.6
13.7
44.245.5
74.5
16.0
50.754.4
85.7
+87%
+63%
SMS Application Browser Any Access Method
+53%
+61%
Dec-12
Dec-11
Dec-10
Source: comScore qSearch 2.0 Total US Internet Searchers
Mobile Phone and Tablet Local Business Search Stage
53%
32% 33%
10%
20% 18%
4% 18% 18%
33% 31% 31%
PC/Laptop Mobile Phone Tablet
Throughout theentire process
At the end
In the middle
In the beginning
Stage of Local Business Search When Device is Used
Source: comScore qSearch 2.0 Total US Internet Searchers
Purchase Rate by Device
Made Purchase online, in-person, or over the phone
59%
78% 77%
PC/Laptop MobilePhone
Tablet
Amount Spent on Purchase
46% 46% 38%
22% 25%
22%
26% 21% 32%
5% 8% 7%
PC/Laptop MobilePhone
Tablet
$500+
$100-$499
$50-$99
$1-$49
Local business searchers using a mobile phone or tablet are more likely to make a purchase as a result of their search.
Source: comScore qSearch 2.0 Total US Internet Searchers
Google Enhanced Campaigns
of businesses do not have a mobile-friendly website,
putting you ahead of the competition.
77%
An Underleveraged Opportunity
Source: Google 2012
Mobile Optimized Web Sites Keys to Success
Users expect
their mobile
experience to be
as good as their
desktop
experience.
Understand User Expectations
Source: Google 2012
The Need to Make a Great First Impression
Source: Google 2012
Get Directions
Send An Email
Make A Call
Key Elements of a Mobile-Friendly Site
Mobile Advertising Capturing the High Intent Audience
Paid Search
Local Display
Local Listings on Mobile
Local Social Ads
Contact Us
Dan Stiehr
Dan.Stiehr@15miles.com
314.471.8879