Local searchers often took action, with half of consumers who conducted local searches via smartphone visiting a store within a day, and 34% of computer/tablet searchers doing so. On top of that, 18% of local queries on smartphones led to a purchase, compared with 7% of non-local ones.
Advertisers are responding to consumers’ high local search usage—especially national ones. eMarketer calculations based on figures from BIA/Kelsey estimate that national advertisers will up US local media ad spending by 8.4% in 2014, from $50.2 billion in 2013 to $54.4 billion—or nearly 40% of all local media ad investments. While we expect local advertisers to spend $83.6 billion on such efforts this year, this represents a change of just 0.7%. Read the rest at eMarketer.