Half of smartphone searches for local information lead to a store visit within 24hrs.
This compelling statistic is reinforced by a 34% response for searches made using a PC or tablet and comes from the latest Google, Ipsos MediaCT and Purchased® research.
One of the key messages from the survey is that people who are presented with a local objective are more inclined to act. Four in five respondents apparently want search ads to be customised to either their immediate locality or somewhere nearby. Similarly, the research also reinforced the fact that consumers use search engines to find local products, services or experiences.
When it comes to advertising, some 60% of consumers agreed that the local element of an online ad was particularly attractive - in particular a link for directions or a click-to-call button - and would prompt them to interact with the advert.