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Study shows Mobile and Tablet Devices are stealing immense search share from PCs and Laptops in 2012
New findings from Go Local LLC reveals why marketers need to have a greater focus on mobile consumers as usage shifts away from PCs.
The study monitors search activity across 50 cities in the United States and 25 cities in Canada for 30 industries. The study is made up of two components, PC search activity and mobile search activity. These components are then combined to generate a total index value called the Local Search Index (LSI). Each month the indices are updated to identify increases or decreases in local search volume throughout the year.
Change in Local Search Index (LSI) values - January 2012 to April 2012:
• Local Search Index for Mobile: +15%
• Local Search Index for PCs: -10%
• Local Search Index (PC + Mobile): -5%
Mobile versus PC Search in the US:
Smartphone penetration in the United States reached 50-percent in 2012. The impact this has had on search volume is apparent based on Go Local’s June report where mobile devices accounted for 25-percent of search volume in April 2012, up nearly 5-percent from January 2012. PCs now represent 75-percent of the search share.
Restaurants and hotels own the largest share of geo-targeted search volume on mobile devices out of the 30 industries studied while car dealers posted the largest increase in geo-targeted searches from mobile devices between January and April 2012.
For the top 50 US cities based on population, New York and Chicago represented the largest share of mobile search volume while Detroit posted the largest increase in mobile search volume.
For PCs and laptops the story is much different showing a decline in geo-targeted searches across many industries and cities. Lawyers and loans represented the largest decline in geo-targeted search volume on PCs and laptops while Atlanta posted the largest decline in geo-targeted search volume by city.
Mobile Search in Canada:
In Canada, Toronto and Edmonton own the largest share of mobile search volume by city while Restaurants and Malls own the largest share by industry.
The study also reveals that in Canada 40-percent of searches on mobile devices are geo-targeted which is 6-percent higher than in the US.
About Go Local:
Go Local LLC is a local search-marketing agency with offices in Kansas City, KS, and Austin, TX. Go Local helps clients navigate the quickly evolving local search space by developing custom online and mobile solutions. Their mission is to educate clients to ensure they understand recommendations on how to invest their local search budgets. Go Local’s range of expertise includes Local Listings Management, SEO, SEM, Pay-Per-Call, Social Media, Mobile, Web Development, and brand monitoring. Their client base covers over 30 verticals, giving them extensive knowledge on how local search behavior varies by industry.
President, Go Local
Phone: (913) 231-3083