Comscore, Inc. · NASDAQ:SCOR
Comscore — Local Search Webinar (April 2012)
39 slides from Comscore's conference presentation, April 2012
Slide 1: Top 6 Trends Shaping Local Search in 2012 and Beyond
Follow along using #LocalSearchTrends Top 6 Trends Shaping Local Search in 2012 and Beyond Gillian Heltai, Senior Director, comScore, Inc. Gregg Stewart, President, 15miles Jeff Beard, President & Founder, Localeze * Note: A copy of this presentation will be sent to all attendees within 48 hours of
Slide 2: Our Presenters
Our Presenters Gillian Heltai Gregg Stewart Jeff Beard Senior Director President President & Founder comScore, Inc. 15miles Localeze © comScore, Inc. Proprietary. 2
Slide 3: comScore Leverages Rich Panel Data to Deliver Digital Business Analytics
comScore Leverages Rich Panel Data to Deliver Unique and Broad Digital Business Analytics Designed to be representative of the total online population. 3 TRUSTe certified for information privacy & security. © comScore, Inc. Proprietary.
Slide 4: © comScore, Inc. Proprietary.
© comScore, Inc. Proprietary. 4
Slide 5: Localeze
‘local a Neustar’® service www.localeze.com Twitter: #localeze = Google here CING dexknows TomTom YelowByt fypl|cuowss ausyaayo YAHOO! «tog wite.share. cCwitter
Slide 6: Trend 1 – US Search & Local Search Market Continues to Grow
Trend 1 – US Search & Local Search Market Continues to Grow At an Impressive Rate © comScore, Inc. Proprietary. 6
Slide 7: Local/IYP Online Search
Local/IYP Online Search Local search as a category continues to grow, although growth is decelerating… Local Portal IYP Local Searches 3,000 +144% +56% +10% +16% +11% Increase from Sep-07 ‘Classic’ Web Searches (MM) 2,500 2,000 1,500 1,000 +32% -52% +79% -44% +210% Increase 500 +68% +52% -1% +17% fr
Slide 8: Local v. Non-Local US Search Growth
Local v. Non-Local US Search Growth Total US searches grew 11% year-over-year, reaching 29.5 billion in December 2011… Total Web Searches (Billions) Local Local Searches* Non-Local Searches +7% y/y increase 29,541 28,333 28,287 26,600 26,714 26,682 27,162 26,553 27,419 27,318 27,057 2,951 25,615 2,9
Slide 9: Trend 2 – Explosion of Tablets and Mobile
Trend 2 – Explosion of Tablets and Mobile Shapes Local Search and Buying Behavior © comScore, Inc. Proprietary. 9
Slide 10: Frequency of Online Local Business Searches
Frequency of Online Local Business Searches As online local search continues to grow, approximately 40% of users are accessing at least once a week, and Mobile and tablet search users are accessing more now than they did a year ago. Frequency of Online Local Business Searches Change in Device Usage
Slide 11: Mobile Phone and Tablet Local Business Search Stage
Mobile Phone and Tablet Local Business Search Stage Mobile phones are the most useful during the beginning stages of local business searches. Tablets prove to be equally as useful throughout the entire research process. Stage of Local Business Search When Device is Used 22% 24% Throughout the 12% en
Slide 12: Purchase Rate by Device
Purchase Rate by Device Due to the on-the-go local nature of mobile searches, Mobile phone and tablet users have more of an opportunity to purchase shortly after search and are more likely to make a purchase after searching for a local business on device. Amount Spent on Purchase Made Purchase [149]
Slide 13: Local Business Search Device Choice
Local Business Search Device Choice Because tablets are easily used throughout the entire local business search process, tablet users feel as though they can find more complete information on this device. Reasons for Choosing Device for Local Business Searches Mobile Phone Tablet As smartphone techn
Slide 14: Trend 3 – New Methods for Finding Local Business Information
Trend 3 – New Methods for Finding Local Business Information Including Social and Daily Deals © comScore, Inc. Proprietary. 14
Slide 15: Use of Social Networking Sites for Local Search
Use of Social Networking Sites for Local Search Use of Social Networking Sites for local business searches has increased 3x since 2008. Facebook proves to be the Social Networking Site most frequently used to find local business information. Overall Use of Social Networking Sites to Search Social Ne
Slide 16: Frequency of Local Business Searches on Primary Site
Frequency of Local Business Searches on Primary Site Individuals who primarily use Social Networking Sites for local search conduct searches frequently. 35% perform local business searches on Social Networking Sites daily. Social Networking Sites 31% 34% 35% Consumer Review/Rating Sites 38% 44% 18%
Slide 17: Consumer Review Submission
Consumer Review Submission Social network local business users are still heavily engaged in social aspects of local business search through profound usage and contribution to consumer reviews sites. Use of Consumer Submit Consumer Number of Reviews Submitted in Ratings and Reviews Reviews Past 30 Da
Slide 18: Use of Daily Deals and Opinions About the Economy
Use of Daily Deals and Opinions About the Economy 60% of survey respondents use daily deals. These respondents are more cautious about purchases due to the struggling economy. Daily deals are primarily researched on PC/Laptops. Change in Daily Deal Shopper’s Primary Daily Deal Use Daily Deals Behavi
Slide 19: Satisfaction with Daily Deal Sites
Satisfaction with Daily Deal Sites Groupon and Living Social do not rank as high in terms of user satisfaction as the daily deal sites with a more narrow audience. Niche and/or customized deals seem to resonate with users. Satisfaction with Daily Deal Sites (Top 2 Box Rating on 5 Point Scale) 93% 93
Slide 20: Daily Deal Repeat Customer
Daily Deal Repeat Customer Many daily deal users are returning to businesses they have visited in the past. Additionally, they purchase (or intend to purchase) multiple daily deals from the same business. Typical Business Purchased From Purchased Multiple Daily Deals from Same Business 15% Purchase
Slide 21: Trend 4 – Local Listings the Most Relevant and Trusted Search Results
Trend 4 – Local Listings the Most Relevant and Trusted Search Results for Consumers © comScore, Inc. Proprietary. 21
Slide 22: Online Search Advertising
Online Search Advertising Most Relevant and Trusted Search Results Opinion on Search Results Most relevant results Most trustworthy results 61% 58% 31% 27% 10% 9% Local business searchers do 2% 2% not believe paid results are Local search Natural search Paid search Paid results relevant or trustwort
Slide 23: The Influence of Social Networking Sites
The Influence of Social Networking Sites The overall influence of Social Networking Sites on local business decisions has decreased marginally. This occurs as local businesses become more prevalent on social networks. “Are you more likely to use a local business if it has “Are you more likely to use
Slide 24: Trend 5 – Ratings & Reviews – Used Often, But Lack Complete Content
Trend 5 – Ratings & Reviews – Used Often, But Lack Complete Content © comScore, Inc. Proprietary. 24
Slide 25: Importance and Usage of Online Consumer Reviews
Importance and Usage of Online Consumer Reviews Year over year local business searchers find consumer ratings and reviews to be more important. IYP users are slightly less likely to use consumer reviews and are less likely to assign importance to them. Importance Of Consumer Ratings and Reviews Usag
Slide 26: The Rise of Consumer Ratings and Reviews
The Rise of Consumer Ratings and Reviews While 29% of local business searchers use consumer reviews, just 21% actually observed reviews during their last search. Over 1/3 of searchers expect to see reviews when they conduct their search. Use of Consumer Expect to Find Consumer Reviews Found Consumer
Slide 27: Trend 6 – Local Searches Have Shifted from Business Name to Category
Trend 6 – Local Searches Have Shifted from Business Name to Category © comScore, Inc. Proprietary. 27
Slide 28: Search Type – General vs. Specific
Search Type – General vs. Specific More local business searches are conducted without a specific business in mind, once again showing that more research is being done online early in the search process. Search Type By Site 42% 41% 38% 45% 43% 47% 43% 47% 46% 49% 48% 53% Non- Specific Business Search
Slide 29: Primary Source for Local Business Information
Primary Source for Local Business Information Most local business searchers use Search Engines as their primary source for local business information. Social Networking Sites are an increasingly popular primary source of local business information. Pt. Change 7% 7% 6% 8% +1 9% Other 1% 1% 2% 2% Cons
Slide 30: Helpful Features and Information Provided
Helpful Features and Information Provided Local business searchers are finding increasingly more helpful consumer ratings/reviews and promos during their local business search. Expected 2009 2010 2011 Distance 2009 2010 2011 1-5 21% 22% 18% 51% 51% 52% 6-15 42% 42% 52% 48% 16-20 17% 17% 14% 45% 44%
Slide 31: Summary
Summary Trend 1 – US Search & Local Search Market Continues to Grow At an Impressive Rate Trend 2 – Explosion of Tablets and Mobile Shapes Local Search and Buying Behavior Trend 3 – New Methods for Finding Local Business Information Including Social and Daily Deals Trend 4 – Local Listings t
Slide 32: Thank you!
Thank you! Gillian Heltai gheltai@comscore.com Gregg Stewart gregg.stewart@15miles.com Jeff Beard jeffbeard@localeze.com Note: A copy of this presentation will be sent to all attendees within 48 hours of today’s webinar © comScore, Inc. Proprietary. 32
Slide 33: Appendix: Study Background and Methodology
APPENDIX Study Background and Methodology comScore Search Methodology © comScore, Inc. Proprietary. 33
Slide 34: Study Background
Study Background comScore analyzed the behavior, attitudes, and intentions of online local business searchers. Study Design: Overall study design leverages both a quantitative survey and behavioral data from comScore’s U.S consumer panel. - Survey Design: The survey study consist sof a targeted samp
Slide 35: Survey Methodology
Survey Methodology comScore, in conjunction with Localeze and 15 Miles, designed on online survey Objectives instrument that focused on understanding the use and value of IYP, Print YP, Search, and monitor shifts in consumer behavior and opinions. Respondents The target respondents were individuals
Slide 36: Behavioral Methodology
Behavioral Methodology Online user interaction where the user is presented with a search result Definition of page - the search result page allows the user to refine or change search Search parameters Business directory searches on internet yellow pages and local search sites (traditionally two-box
Slide 37: comScore Search Methodology: General Search
comScore Search Methodology: General Search WHAT IS A SEARCH? Definition: User interaction where the user is presented with a search result page The search result page allows the user to refine or change search parameters The search can be initiated from a drop-down or link as long as the previous t
Slide 38: comScore US Search Methodology: IYP/Local Search
comScore US Search Methodology: IYP/LOCAL Search WHAT IS AN IYP/LOCAL SEARCH? – Definition: – Business directory searches on internet yellow pages and local search sites (traditionally two-box search) Included IYP/Local Sites AOL LOCAL, AOL YELLOWPAGES, MAPQUEST, YELLOWPAGES.COM, GOOGLE MAPS, GOOGLE
Slide 39: comScore US Search Methodology: Local Portal Search
comScore US Search Methodology: Local Portal Search comScore looks for the presence of certain keywords on the top portion of the search result page as a local WHAT IS A LOCAL PORTAL SEARCH? identifier to determine if the search engine presented local business listings. – Definition: – Search with l