109 million Americans conducted 849 million local searches in July, says comScore

According to a local search market study, 63% of U.S. Internet users (or approximately 109 million people) performed a local search online in July, a 43% increase versus July of 2005, reports comScore Networks.  Google Sites (30%) and Yahoo! Sites (29%) garnered the largest share of local searches in July.  Microsoft Sites captured 12% of local searches, followed by the Time Warner Network with 7%.  

Local search is experiencing strong growth as approximately 849 million local searches were conducted by Americans in July. Local search is defined as searches conducted by consumers on the local or directory (Yellow Pages) sections of leading search sites, and other searches identified as having local intent. 

Based on a recent comScore Search Satisfaction study, 41% of those conducting a local search were searching for something in their home area, as opposed to searching for information on businesses in locales that they intended to visit.  

  • 59% of those searching in their home area, were searching for a restaurant or something entertainment-related, such as a theater, theme park or an attraction for sightseeing  

  • 52%  were searching specifically for a business phone number or address 

  • 41% of  searchers were looking for information on a local service in their home area including car rental office, dry cleaner or lawyer

The comScore study also found that performing a local search drives consumers to take action.  During the second quarter of 2006: 

  • 47% of local searchers visited a local merchant as a result of their search behavior 

  • 41% made contact offline 

  • 37% made contact online as a result of conducting a local area search

 

Share of Local Searches by Site July 2006
Total U.S. Home, Work and University Locations

Source: comScore qSearch

 

Total Local Searches

Google Sites

29.8%

Yahoo! Sites

29.2%

Microsoft Sites

12.3%

Time Warner Network

7.1%

Verizon Communications

6.6%

YellowPages.com

3.9%

Ask Network

2.7%

Local.com

1.9%

InfoSpace Network

1.9%

DexOnline.com

1.4%

All Other

3.2%

Previous: « Local online advertising to grow 31% in 2007 to $7.7 billion

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