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According to Microsoft’s internal analysis of their mobile search query data, 53 percent of mobile searches on Bing have a local intent. This number joins a few other local search numbers floating around that are frequently cited by experts. A popular one is Google’s “20 percent of search is related to location.” Another important statistic is that 96 percent of purchases are made in stores so ultimately search engine searches lead to in-store purchases a majority of the time.
Microsoft also released another compelling statistic earlier this year about the differences between mobile search user behavior and PC search: 70 percent of PC “query chains” are completed in about one week while 70 percent of mobile users do so in one hour. This means that mobile users are expressing immediate needs and interests as opposed to those users searching on PC’s who my be conducting research for later.
Smartphone searches are more directed and smartphone users are using these devices to navigate through the physical world both literally and figuratively. Mobile users are often looking for information to help them make a decision as they literally move pass stores and shops and over 50 percent of the queries are about things that are not very far from the user or right in front of them.
The demand for information that can be acted on immediately, in real time is growing rapidly and must be considered by practitioners of local search engine optimization.
For more information about local search engine optimization, contact KEO Marketing.
