The influence of mobile devices on local content continues to grow, details the Local Search Association in a new study [PDF] prepared using comScore data. According to the study, 48% of mobile phone users accessed local content in December 2012, up from 42% a year earlier. And that figure should only grow alongside rising smartphone penetration: smartphone users were more than 5 times as likely as non-smartphone users to access local content (77% vs. 14%). In fact, a significant 24% of traffic to online directories and other local resources came from mobiles and tablets in December 2012, quadruple the 6% share from a year earlier.
The share of total web traffic accounted for by mobiles and tablets also grew, from a combined 7% in December 2011 to 14% in December 2012. That speaks to the popularity of local content on mobile devices, though: while mobiles and tablets accounted for 14% of overall web traffic across all categories, they accounted for an outsized 24% of traffic to local content. Read the rest at MarketingCharts.