Study: Mobile usage on the rise for local search, Yellow Pages still trusted

Digital measurement company comScore recently released its State of the Local Search study, which revealed trends for user search activity on popular portals such as Google and Bing, as well as the internet Yellow Pages.

The study found brand recognition to be the primary driver behind 58 percent of respondents' choosing to use IYP first for local search. In addition, its reputation for local business information was the reason why 30 percent went that route.

Furthermore, prevalence of mobile for local search use was analyzed. The company found that in January 2011, 77.1 million mobile subscribers accessed local content on a mobile device - a 34 percent increase year-over-year. Plus, local content users made up 33 percent of mobile subscribers.

However, Local Search Association president Neg Norton explained some businesses are still unaware of how to properly utilize mobile effectively.

"The market is changing so rapidly that small businesses need a trusted advisor to help them sort through the complexity," said Norton. "This is particularly true with trends in the mobile space ... small and medium-size businesses are still working to understand how to be effective and use these tools to their advantage."