This year’s Local Search Association Local Media Tracking Study gauged how consumers use different media channels based on business category.
While search engines are leaders in the way that consumers look for local businesses and services, other media platforms and competition cannot be ignored.
Few marketers and eCommerce professionals (predominantly based in Europe) agree that they use insight from phone calls to tailor on-site content.
BIA/Kelsey reported that there would be 81.8 billion US local search queries conducted via mobile in 2015, up 23.0% over 2014.
Some 49% of US adults point to their smartphone as the device they most commonly use when looking for local information online.
US local ad spending via mobile is expected to soar more than 54% in 2015, from $4.27 billion to $6.58 billion.
Looking at directions and finding restaurant information were the most popular travel-related mobile activities conducted by US LGBT mobile device users.
Unproven return on investment was the No. 1 reason agency planners didn’t recommend place-based media.
90% of US agency planners’ media plans that included DPB had been approved in 2014.
Coupons are by far the most appealing feature in a mobile ad, cited by 72% of expectant women and mothers with children up to 8 years old.