So many people are using smartphones these days. These devices have quickly become the primary digital tool for most consumers under 50. A sizable majority of smartphone owners conduct local searches with varying amounts of degrees of frequency.
There are several surveys and behavioral studies that established this fact over the last several years. According to Google, “local intent” search constitutes 30, 40 and even 50 percent of mobile queries. Currently, the official number is 30 percent.
It’s also been publicized by Google that “near me” queries have grown immensely. A large number of these queries even carry buying signals, such as “can I buy” or “to buy.”
Uberall released data from a new “Near Me Shopping Report” on August 27, consisting of responses from over 1,000 smartphone owners in the US and taking place between July 23 and 27, 2018. In these data, 69 percent of smartphone owners have used their devices to help them shop. There are other surveys that have found even larger numbers than this. Of this group though, 82 percent did “near me” searches. For Millennials, this number is upwards of 92 percent.
According to the survey, this was the hierarchy of near me query categories:
- Food — 84 percent
- Entertainment — 56 percent
- Banking — 50 percent
- Apparel — 41 percent
- Persona care — 38 percent
For retail-specific lookups, smartphone shoppers were doing the following:
Product research — 63 percent
Price comparisons — 62 percent
Search for coupons/deals — 56 percent
Store hours — 54 percent
Store locations — 52 percent
In terms of this retail search category, mobile consumers were looking for:
Specific store/retailer — 48 percent
Product category nearby — 29 percent
Specific brand nearby — 23 percent
It was found that 60 percent of mobile users were “very likely” to click on the “first two to three search results they saw.” Generally, over 90 percent were “likely” to click on the first set of results.