According to a March 2017 survey of US internet users conducted by Burke for the Local Search Association (LSA), eight out of 10 respondents said a search engine was their top choice among a collection of digital and nondigital sources to look up information for local businesses last year.
The survey also found search engines lead other sources when it comes to consumer trust and accuracy. In fact, the percentage of US internet users who agreed with this sentiment increased dramatically from 2015 to 2016.
Search engines only fell short when respondents were asked about their favored source when ready to make a purchase. At this point in the purchase journey, 27% cited company websites vs. 24% for search engines.
Overall, it appears that local marketing practitioners in North America are in step with this consumer behavior. Well over half (68%) of marketing professionals in North America polled by LSA in May 2016 said search engine optimization (SEO) is a crucial marketing tactic to meet local objectives. Read the rest at eMarketer.