Geary LSF’s 15miles and Neustar’s Localeze Launch Seventh Annual Local Search Study Conducted by comScore

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The 2014 study reveals increase in multi-platform searchers and need for mobile-optimized local search content.

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As more consumers adopt mobile technologies such as smartphones and tablets, the demand for information on the go continues to increase.

With mobile search volume predicted to surpass PC search query volume this year (Google), the number of searches performed with local intent will increase as well. In fact, according to Google & Microsoft, roughly 40-50% of mobile searches already carry local intent. However, the satisfaction level of mobile local consumers has yet to catch up with its PC and laptop equivalents. The seventh annual Local Search Usage Study commissioned by Geary LSF’s local search division, 15miles, along with Localeze, has identified both a lack of functionality and a lower level of usage satisfaction among on-the-go consumers.

According to the study, tablet usage has increased by 60% year over year and the total number of smartphone owners has increased by 24% year over year, surpassing the 140 million mark. Of those that own tablets, 81% use their devices for local searches while 79% of smartphone users perform local search. However, as mobile phone and tablet owners gain more experience searching on-device, the study shows a decrease in overall satisfaction. Tablet Local Search satisfaction decreased from 67% in 2012 to 54% in 2013, and mobile phone local satisfaction dropped from 54% to just 50%. The decrease in satisfaction creates an opportunity for improving the overall mobile local experience.

“As more consumers adopt mobile technologies such as smartphones and tablets, the demand for information on the go continues to increase,” says Gregg Stewart, North American President of Geary LSF and Founder of 15miles. “Consumers know what they want and this year’s Local Search Usage Study highlights the areas that have the most opportunity for improvement. Consumers want easily digestible and accurate information, mobile optimized websites and less content. It’s up to the brands to take advantage of the opportunity and deliver.”

The Local Search Usage Study was launched in 2007 and has become a benchmark for marketers and the search industry. As the most comprehensive study of its kind, the Local Search Usage Study tracks the evolution of consumer behavior and cross-platform search. To view the study in its entirety, visit

The 15miles and Neustar Localeze comScore Local Search Usage Study consists of a targeted sample of more than 3,000 users of local business Internet searchers, broken down by three search categories: Internet Yellow Pages, local search sites, and portal search sites. The report leverages both the quantitative survey and behavioral data from comScore’s U.S. consumer panel.

About Geary LSF Group
Geary LSF is an integrated full-service digital marketing agency that helps companies large and small, Do Better with their digital marketing efforts. It provides advertisers with comprehensive services from Strategy to Development, Media Planning to Placement, SEO, SEM, Analytics, Social, Local and Mobile media. Headquartered in San Francisco, California, the 240-people strong Geary LSF has offices on two continents, manages more than $120M in media spend and oversees campaigns for more than 450 brands worldwide including: WD-40, Bumble Bee Foods, Megapath, Ashley Furniture, Aramark, Target, Club Med and several others. For more information, please visit

About Neustar, Inc.
Neustar, Inc. is the first real-time provider of cloud-based information services and data analytics, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at

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Katie Colleton
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