Local Search Statistics

Are People Really Using the Internet to Find My Business?

Many small business owners question the impact the internet can have on their business. They wonder how many people are really using the internet to find businesses like theirs and more importantly, to buy from businesses like theirs. Here are some things to consider that you may not realize about internet use and how it applies to local small businesses.

Local Internet Searches

• 70% of U.S. Households Now Use the Internet When Shopping Locally for Products and Services. Findings also suggest the Internet is poised to surpass newspapers as a local shopping information resource. (Kelsey Group)

• 74% of Americans use online local search, like Google local search to locate local businesses (Kelsey Group)

• 54% of Americans have substituted the internet and local search for phone books (comScore networks)

• 70 percent of online searchers will use local search to find offline businesses. (Kelsey Group)

• 86 percent of online users will be searching for a local business at some point in time. TMP / comScore

• 43%  of search engine users are seeking a local merchant to buy something offline.

• 73% of online activity is related to local content (Google)

• 35% of all internet searches are local (DM News)

Impact of Local Searches

• 90% of online commercial searches result in offline store purchases (proprietary research / comScore)

• 61% of local searches result in purchases (TMP / comScore)

• 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP / comScore)

• For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research. (MIT Technology Review, April 2005, “E-Commerce Gets Smarter“)

• 80% of budgets are spent within 50 miles of the home (DMA / proprietary)

General Internet Use

• 82% of Americans use the internet (Gallup)

• 97% of Internet users in the U.S. gather shopping information online, and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline” (NPD Group)