Last week I described the changes taking place in the local search industry as consumers shift from traditional to digital resources in their hunt for information on everything from the address of the new restaurant in town to reviews on plumbing services. As more marketers begin transitioning some of their ad budgets into hyper-local search, they should be aware of one specific type of consumer – the avid local search user. Targeting these potential customers can generate big rewards now and in the future.
According to the immr Local Search Study, about 25% of shoppers fall into the Avid Local Search category. These consumers generate up to 50% of local search activity. The demographic characteristics of avid local searchers are:
- Male 52%
- Ages 21–35 51%
- Employed full-time 72%
- College graduate 57%
- Household income over $75,000 47%
Not surprisingly, these avid local searchers, especially those with smartphones are savvy in all things digital. Nearly 90% use shopping apps and 75% use mobile coupons. Over 80% have also clicked on mobile ads.
Immr analysts note that avid local searchers are the early adopters of this new behavior as they engage with their smartphones. Most are looking for standard information, name, address and phone numbers. But they are also buying through mobile ad campaigns. Local vendors who enter this market can stand apart from the crowd if they optimize their mobile hyper-local campaigns. This industry is still evolving and holds potential both for service providers and marketers who get in early to establish their footprint. The number of hyper-local avid searchers is likely to grow quickly.[Source: Hendrix, Phil Dr. How Consumers Are Using Local Search. Yp.com. October 2012. Web. 8 Nov. 2012]