According to industry estimates, over half the internet searches made from a mobile device are requesting local information. Local searches are often made late in the purchasing process – a unique revenue driving opportunity for brick and mortar stores. When you consider that over 350 billion searches were made on the internet last year, and a growing percentage of them were on mobile devices, you have a lot of customers looking for you!

Local store search from a mobile device is poised to surpass desktop search by the end of 2014. Internet-influenced offline spending is currently estimated at $2 trillion a year. With 78% of successful local searches from a mobile device resulting in a sale and 75% of those occurring in a brick and mortar store, it is time for local retailers to employ the wide reach of the internet to it’s fullest potential.

The 2014 Local Search Study commissioned by Neustar and 15miles proves that marketers should be tailoring their strategies to target mobile internet searches. Key recommendations offer a foundation for all local business, no matter their size or marketing budget:

  • make sure your business co-ordinates (address, phone, etc) are accurate and up-to-date
  • start with the basics (address, phone, hours of operations), then enhance with products, coupons, sales notifications, etc.
  • build a well-designed mobile site

Read the full study here