Top 15 Insights From OurMobilePlanet.com Research

Google, Ipsos and the MMA (Mobile Marketing Association) recently conducted a study about mobile users and smartphone usage.
Here are the top 15 insights for US businesses from that research. 

Smartphone Market Penetration
1. 31% of the US population uses a smartphone.
2. 54% of US smartphone users have been using them for less than a year.

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Smartphone Use
3. 34% of smartphone users say they are likely spend more time on their smartphone in the coming year.

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4.  77% of smartphone users use their phone to browse the internet.
5. 60% have used their phone to search for a product.
6. 69% have used their phone to look up directions or map.

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Smartphones and Search

7. 51% of smartphone users report using their phone to search for a local restaurant or bar.  

8. 53% of smartphone users report using their phone frequently to conduct searches compared to 79% of desktop users.
9. 61% of smart phone users only look at the first page of search results compared to 26% of desktop users.

10. 36% of desktop users will look at the second page of search results.

*Click on the graph to load a larger version.

Local Search

11. Over 50% Of Local Searches On Mobile Devices Result in Follow-up Actions

12. 50% of smartphone users that conduct a local search follow-up with a visit to the business - 50% of them make an in-store purchase.

13.  46% of smartphone users conduct local searches on their phone regularly.

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14. 30% of smartphone users report responding to a Mobile Ad by clicking on ad or going to website.
15. 35% of smartphone users rarely or never see a Mobile Ad.

This research clearly reveals the magnitude of this new marketing channel and the opportunity that exists for mobile and local marketing campaigns to influence consumers.

So, is your business ready for the Mobile Local Revolution?

The Power Of Local Search - Mobilized

Over 50% Of Local Searches On Mobile Devices Result in Follow-up Actions
Or to put it another way - 1 out of every 2 people follow-up with a business they see in a local search on their mobile device. Also, more than 50% of searchers that follow up with a visit to the business make an in-store purchase. This is according to some recent research conducted by Google, Ipsos and the MMA (Mobile Marketing Association) and is outlined in the graph below.
This research underscores the power of mobile local search in impacting consumer behavior and it cannot be ignored by businesses who want to compete in a changing consumer landscape.

*Click graph image to load larger version.

RevLocal can help businesses to be found and stand out against their competitors in local search.

Top Ten Insights Fom Local University- (As Observed From Twitter)

GetListed.org held their Local University workshop today in Western New York. Unfortunately this local search marketer was unable to attend and was relegated to "observing" via Twitter.
Nonetheless there were a lot of good insights shared by those present via the #localu hash tag.
Here is list of the top ten insights from that Twitter Feed:

1. 63% of small businesses don't have an online presence.
2. 97% of consumers are looking for information online
3. 40% of local searches happen on mobile devices
4. 40% of local searches are for local services/products
5. Google & Bing use social signals as part of the ranking algorithm
6. 70% of people trust online reviews
7. 14% of all people you ask to review your business will do so.
8. Sites that blog tend to get 55% more traffic.
9. Google assembles your business listing from every imaginable source.
10. Know Google better than Google knows Google.

Other Good Insights/Tips:

• Make your WhoIs info matches your Google Places listing.
• Not everyone uses your site navigation... offer multiple routes to your critical information.
• Create a separate page for every business location and build links to it.
• Meta descriptions should be written like Ads.
• Social takes work and time- If you want to be noticed you have to share something interesting.