Local Search is Critical to Mobile Advertising Strategies

Over the weekend, mobile advertisers were given plenty to think about thanks to the release of a new study pointing to the surge in mobile search.

The Local Search Association and comScore, Inc. find that local search via non-PC devices continues its significant pace of growth, driven by the rapid adoption of smartphones, tablets, and other mobile devices.

“The continuing shift of mobile usage signals an opportunity for local businesses to evaluate where they devote their online ad spending,” the report reads, adding that:

  • Traffic to online directories and other local resources from non-PC devices more than quadrupled in 2012, reaching 27 percent share of total web traffic in December 2012 from 6 percent share in December 2011.
  • 48 percent of U.S. mobile users used their devices to access local content in December 2012, up from 42 percent in December 2011.
  • When compared to all smartphone users, Internet Yellow Pages (IYP) app users are more attractive to advertisers based on their age, income, average monthly spending and typical exposure to ads.

“IYP mobile apps are a powerful tool for local businesses to reach ready-to-buy consumers,” said Neg Norton, president of the Local Search Association. “As the market continues to evolve, IYP mobile apps represent an easy first-step for local businesses to expand their integrated advertising efforts into the mobile space.”

To learn more about the new report, click here.