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Local Internet Marketing

e-Strategy Trends’ continually-updated collection of local Internet marketing research, statistics and trends for marketing, public relations, advertising and strategic communications professionals.

Mobile Local Search & Display Secondary Actions [CHART]

via The leading secondary action—the user’s next action after an initial click—for both car rental and airline searches was the placement of a phone call to a business, at 73% and 89%, respectively. For hotel searches, more than three-quarters of secondary actions consisted of looking at maps and getting directions. Read the rest at…

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National Brands’ Local Marketing Budgets [CHART]

via Findings released in May from local marketing automation provider Balihoo showed the vast majority of national brands (88%) in North America were investing some portion of their budget in local marketing. Brands were polarized in their levels of investment: 29% allocated between 1-5% of their overall marketing budget to local initiatives, but a…

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Demographics Of Geo- & Location-Based Services [TABLE]

via Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services: 80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+. 23% of those age 18-29 use geosocial services, compared with 17% of those…

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Growth Of Geo- & Location-Based Services, 2011-2012 [CHART]

via Growing numbers of smartphone owners are using location-based information services: Nearly three-quarters (74%) say they use their smartphone to get real-time location-based information, up from the 55% who said so a year earlier, according to a study by Pew Research. Moreover, 18% of surveyed smartphone owners say they use a geosocial service such…

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Local vs. National Social Media Ad Spending, 2011-2016 [CHART]

via Breaking down the forecast into local vs. national spend, BIA/Kelsey predicts that the local segment of US social media advertising revenues will grow from $840 million in 2011 to $1.2 billion this year, representing a 43% increase. This means that this year, the local segment will hold 25% share of total social media…

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Location-Based Services Growth [CHART]

via The proportion of smartphone owners who use their device to get directions, recommendations, or other information related to their present location (”location-based information services”) has jumped almost 35% in less than a year, from 55% in May 2011 to 74% in February 2012, according to a May 2012 report from the Pew Internet…

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Top US Local Mobile Search Categories, Q4 2011 [CHART]

via When AT&T Interactive broke down the searches according to platform, it found that restaurants and automotive remained the first- and second-most frequently searched categories on both mobile devices and PCs. Mobile users were more likely to look for movie theaters, beauty services and hotels than their PC-using counterparts, reflecting smartphone users’ desire for…

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Top US Local Search Categories, Q4 2011 [CHART]

via Automotive repair and service searches also saw a 25% quarter-over-quarter increase in Q4 2011, likely caused by consumers seeking end-of-year discounts from dealerships. Queries for financial services, real estate, and physicians and surgeons rounded out the top search categories at third, fourth and fifth, respectively. Auto parts and supplies ranked ninth. Read the…

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Commonly Used Social Media Tools [CHART]

via Facebook remains the most common social media tool used by marketers, at 92% of respondents to the Social Media Examiner survey, unchanged from 2011 results. The second-most-popular social network among marketers, Twitter, has an 82% adoption rate, down slightly from 84% last year, meaning Facebook is about 12% more popular than its closest…

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