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Google Followed by Yelp and Facebook Found to be Leaders in Local Search

It should come as no surprise that Google Maps has been named the most dominant tool for local search, according to a recent survey from Brandify.

The survey, which gathered data from 1,000 male and female respondents living in the U.S, found that 77% of respondents primarily use Google Maps to find information about business near them over other tools and sites.

The second most popular tool when it comes to searching for local businesses was found to be Facebook, followed by Yelp.

Brandify survey results regarding local search

Source: Brandify

More surprisingly, the surge in popularity of voice technology devices like Google Home/Assistant and Amazon Alexa was found to have had little impact on local search with only a minority of survey respondents selecting such devices as their preference for local search.

Searches by Business Type

As for what businesses consumers are mainly searching for, food would appear to be top of mind. When asked to select which types of businesses they searched online for within the past 30 days, 84% of consumers indicated they searched for restaurants. Retail followed in second at 52%.

Brandify survey results show which local businesses people often search for

Source: Brandify

Local Search on The Go

Another interesting takeaway from this survey is that while 81% of respondents prefer to use a smartphone for local search, 59% of mobile local search activity takes place at home, rather than on the go.

In fact, only 31% of the survey’s respondents said they searched for local businesses while in the car or “out and about.”

What People Are Searching For

When asked what three pieces of information were most important when searching for local businesses, hours of operation came out on top at 70%, followed by basic contact information like name, address, and phone number at 67%. In third place was reviews from other consumers at 46%.

Other data points found to be important to consumers include links to the business’s website, business description, and photos.

What Happens Next?

So, what are consumers’ next moves after the search takes place?

The survey found that more than half of the respondents are likely to visit the business in person, 36% would call the business, and 13% would send them an email.

Among those who would actually visit the business, 54% percent like to move quickly and will pop in either “right away” or the same day, with the remainder visiting within the next few days.