ComScore recently conducted a study that revealed an unbiased view of the local search market based on the usage of more than 4,000 surveyed users.
The 15miles/Localeze Local Search Usage Study monitored shifts on local search behaviors, opinions and type of media selected to demonstrate how consumers use outlets such as search engines, local search sites, mobile devices and more.
Using survey results and observed online behavior, researchers touched upon the growth in tablets and mobile in recent years and how it has shaped local search and buying behavior.
For instance, more than 50 percent of both smartphone and tablet users said they conduct local searches from their devices. This is significant because if your business is registered on Google Places, users can find your store using their devices' geo-location technology. Tablet users (64 percent) barely trumped smartphone users (61 percent) when it came to local search propensity, although mobile users did say that their number one reason for using their devices was to find local businesses on-the-go, quickly and easily.
Tablet use has also been shown to create better buying opportunities for businesses, as 86 percent of those polled said they made a purchase following a local search from their tablet device.
Furthermore, tablet users were 48 percent more likely to make a purchase on a local search compared to PC users - and those purchases also tended to be more expensive.
The takeaway here - if you cater to tablet users, you stand a better chance of earning revenue. For example, 38 percent of tablet users spent $100 or more on sites compared to 32 percent of those using a mobile device.
This activity was similarly seen in a recent study from the Interactive Advertising Bureau U.K., Mobile Marketer reports. It was found that 72 percent of tablet owners used their devices to make weekly purchases, spending an average of 4.4 hours browsing. This trumped smartphone usage time (2.2 hours) and even PC usage (2.9 hours).
"It is quite astonishing to see how much time people are spending browsing and shopping on their tablets," said Alex Cozloff, senior mobile manager at the IAB UK, as quoted by the news source. "At the moment, this is a niche audience but it will be interesting to see how it progresses as there are more tablet owners."