Local search marketing statistics – show me stats nearby

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Mike Jeffs

This time last year we wrote two posts about voice search – I compiled a list of statistics on voice search and Steve put down his thoughts on what search will look like in 2020 if 50% of queries were voice.

I updated my post throughout the year (with good reason, as it made our top 10 traffic driving pages for us in 2017), and one stat stood out in particular from one of the sources in an article by Wesley Young – that stat was from Cisco.

Growth in the Internet of Things

Cisco estimates connected devices will top 50 billion by 2020, and that number will hit 34.8b this year (2018), an increase of 22%. Smart speaker adoption is a driver in the voice search market, so what will this plethora of devices mean to local search and SEO? Also what does that mean for businesses looking to connect with users at a local level? (Google released 5 new ways  to reach local customers earlier in 2018.)

I thought I’d go ahead and list my top local search marketing statistics to try and find out. As with last year I plan to continually update this post (and, if it makes 2018’s top 10 posts, that would be swell).

Devices

“Google Maps has a market reach of more than 90% amongst Android users worldwide.” – via Statista 

“Mobile searches for ‘where to buy’ have grown 85 % since 2015.” – via Geo Marketing

“Mobile searches for ‘store hours‘ peaked on Christmas Day (it’s the highest day of the year for that search).” via Think with Google

“Nearly 1/3 of all mobile searches are related to location.” via Think with Google

“Nearly 2/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.” via Think with Google

“The ‘location of things’ market — which enables connected devices to monitor and communicate their geographic location — is expected to reach $72 billion by 2025.” via Grand View Research

“By 2021, mobile devices alone will influence $1.4 trillion in local sales.” according to Forrester via WWD.com

Terminology

“82% of smartphone users use a search engine when looking for a local business.” via Think with Google

“Local terminology searches ‘nearby‘ and ‘closest‘ have dropped 23% in the last 6 months (July 2017 to Jan 2018).” via Google trends (Google put this down to people understanding that searches will be personalised for them: “local relevance is expected, but not always overtly requested”.)

“Over the last 2 years, searches for local places without the qualifier ‘near me’ have grown 150%, faster than comparable searches that do not include ‘near me’.” via Think with Google

“Searches for ‘is it going to rain today‘ have grown 85% in the last 2 years.” via Think with Google (interesting to see here the knock on effect to equivalent searches such as ‘Leeds weather forecast):

Increase in 'is it going to rain today' searches - local search stats

Preferences

“76% of consumers prefer to shop in physical stores during the holiday season.” via Geo Marketing

“Most users will use their smartphone to find store locations (27%), to find deals (18%), compare prices (13%), and research products online (6%). But only 3% plan to use their mobile devices to make purchases.” according to Charge it Spot via Geo Marketing

“74% of mobile bookings are made for same-day check-in.” according to data from Hotels.com

“Nearly 2/3  smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.” via Think with Google

“64% of Americans prefer buying from brick-and-mortar stores because a majority says it’s important for them to try a product in-person.” via Pew Research Center

Online vs in-store

“For large multi-channel retailers, the brick-and-mortar store will continue to make the largest revenue contribution until at least 2026.” via Accenture

“Only 27% of the UK population made an online grocery purchase over the last year and the number of consumers converting to internet shopping is slowing.” via Kantar World Panel

“Mobile searches for ‘where to buy’ for clothing and apparel are increasing. In footwear searches are up 140%, t-shirts up 80%, baby clothing up 125%, bras up 155%, and swimwear up 110%.” via Think with Google

“In beauty products, mobile searches for ‘where to buy’ are also up: face powder up 400%, make-up removers up 130%, fragrances up 440%, haircare and styling up 90%, and lipsticks/glosses are up 630%.” via Think with Google

“In food and groceries, mobile searches for ‘where to buy’ are up for the following categories: condiments and dressings (130%), frozen foods (470%), household cleaners (70%), salt (155%), and soft drinks (50%).” via Think with Google

“In home products, mobile searches are on the up for ‘where to buy’: bakeware (65%), blinds/shades (115%), fencing (180%), bedding (110%), and garden furniture (135%).” via Think with Google

“In toiletries, mobile searches for ‘where to buy’ are up: creams and moisturisers (285%), aromatherapy (40%), exfoliants & scrubs (260%), toothpaste (410%), and waxing & accessories (205%).” via Think with Google

“In toys and games, mobile searches for ‘where to buy’ are up: dolls & accessories up 60%, models up 115%, games & puzzles up 225%, brain teasers up 95%, and radio controlled toys up 20%.” via Think with Google

“55% rate their ability to check in store availability on their mobile device as absolutely critical or very important.” via Salesforce.

“47% rate their ability to locate items in store on their mobile device as absolutely critical or very important.” via Salesforce.

“46% rate their ability to order on their mobile device and pick up items in store as absolutely critical or very important.” via Salesforce.

“Face-to-face in-store spending declined by 2.6% (as of September 2017).” according to Visa consumer spending index via Internetretailing.net

“50% of UK shoppers reported that long lines for the till have played as a contributing factor as to why costumers abandoned their shopping in the brick-and-mortar store.” via Internetretailing.net

“Almost a third (30%) cited shops not having the items they wanted in stock as the reason for avoiding the high street at Christmas.” via Internetretailing.net

“This year, around 90% of global sales will happen in a physical store.” via Google Inside Adwords

Local business listings

“56% of local retailers haven’t claimed their Google my business listing.” according to Brand Muscle via Local Search Association

“82% of businesses haven’t claimed a business listing on Bing.” according to Brand Muscle via Local Search Association

“57% of local retailers are self-managing digital marketing efforts, 25% hire an agency/vendor, and only 18% are managed by corporate.” according to Brand Muscle via Local Search Association.

“Business listings with a website get 25-35% more clicks.” according to Google

“Seven out of ten customers visit a business or make a purchase based on info they found online.” via Google

“More than half of ‘near me’ searches result in a store visit.” according to Mediapost via Streetfightmag.com

“97% of brand marketers say they don’t think their local partners are ready to market to mobile shoppers.” according to Netsertive via Streetfightmag.com

Seen a stat we’ve missed? Tweet me @Mikerjeffs or @Branded_3

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