Presented at SMX West 2/28/2012

1. 5th Annual Local Search Usage Study
Prepared by comScore, Inc.
February, 2012

2. Introduction & 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 studyconsists of a
targeted sample of over 4,000 users of local business
Internet searchers, broken into 3 search categories:
Internet Yellow Pages, Local Search Sites, and Portal
Search Sites
-Behavioral Data: comScore provides additional
analysis of total web search activity, local web search
activity, and local mobile content consumption.
V1011

3. Key Findings
1. The explosion of tablets and mobile is reshaping local
search and buying behavior
2. Consumers are increasingly engaging in new
methods to find local business information like social
media and daily deals
3. Local listings are the most relevant and trusted
search results

4. Explosion of Mobile, Tablets Shapes Local
Search & Buying Behavior

5. Mobile Phone Use in Local Business Search
55% Local Search Usage
Y/Y Growth Smartphone
Penetration, U.S. Mobile
45%
Phone Owners 42%
40% 39% Don't Use Local
% of Total US Mobile Users
Search
35%
30% 27%
25%
Use Local
61% Search
20%
15%
42% of mobile phone
10% owners have a
Smartphone
5%
smartphone Owners
0%
61% of smartphone
owners conduct local
business searches from
their phone
comScore Mobilens U.S, Dec’11

6. Local Business Search Device Choice
Because tablets are easily used throughout the entire local business search
process, tablet users believe they can find more complete information on this device.
Mobile Phone Tablet
Reasons for Choosing Device for Local Business Searches
As smartphone technology allows for location-
60% based services, many mobile users engage with
search on their devices due to the on-the-go
51% necessity for local information.
50%
40% 39% 38%
40% 37% 36%
34%
33% 32%
30%
25%
22% 21%
20%
15% 15%
10%
4%
1%
0%
Need It's easy Can find More Can find more It's inexpensive Other None of the
information on information opportunities to complete Above
the go quickly use this device information

7. 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.
Made Purchase Amount Spent on Purchase
10% 7% 12%
86%
32% 32% 38%
22% 26%
72% 26%
58%
21% 22% 11%
$500+
$100-$499
$50-$99
46% 51%
45%
$1-$49
All Mobile Phone Tablet All Mobile Phone Tablet

8. Frequency of Online Local Business Searches
Tablet owners are the most active local business searchers – more than 64% use
weekly for local search.
Frequency of Online Local Business Searches Change in Device Usage in Past
Year
100% (Among Mobile and Tablet Users)
1% 100%
11% 9% 7%
90% 21% 90%
26%
80% Never 80% Less often
50% 25% 36% than last
70% 70%
48% year
60% Less than 60%
42% 29% About the
once a week
22% same as
50% 50%
Once a week last year
40% 20% 40%
18% More often
30% 15% A couple of 27% 30% 57% than last
times a week 44% year
20% 20% 20%
Every day 19%
16%
10% 10%
16%
6% 9% 8%
0% 0%
Overall PC/Laptop Mobile Tablet Mobile Phone Tablet
Phone
Tablet users are the most active. Most tablet users conduct local business searches at
least once a week. This is more frequently than PC/Laptop users and Mobile Phone users.

9. New Methods of Finding Local Business
Info Including Social Media and Daily Deals

10. Use of Social Networking Sites for Local Search
Use of Social Networking Sites for local business searches has increased 67% since 2010.
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 Network Sites Used in 2011
for Local Business
(Primary and Secondary Source) 100%
91%
90% In 2010, 93% cited
15% using Facebook. 47%
80%
used MySpace.
70%
60%
50%
9% 37%
40%
30%
7% 30% 25%
20% 14%
11%
10%
4% 3%
0%
2008 2009 2010 2011
* Response Added in 2011

11. Daily Deal Repeat Customer
Most daily deal users return to businesses they have visited in the past.
Additionally, they have or intend to purchase multiple daily deals from the same site.
Typical Business Purchased From Purchased Multiple Daily Deals from
Same Business
15%
Purchase equally
from new and Do no intend to do
53% previously used so
businesses 41%
No, but plan to do
New customer
so
17%
Yes
Old customer 45%
31%

12. Satisfaction with Daily Deal Sites
And, overall satisfaction with the deals purchased remains high.
Satisfaction with Daily Deal Sites
(Top 2 Box Rating on 5 Point Scale)
93% 93%
93% 92%
92%
91% 90%
89% 89%
89% 88%
88% 87%
86% 86%
84% 84% 83%
78%

13. Consumer Review Submission
Social network local business users are heavily engaged in social aspects of local
business search through profound usage of and contribution to consumer reviews sites.
Use of Consumer Submit Consumer Number of Reviews Submitted in
Ratings and Reviews Reviews Past 30 Days
All
All
Social Network Local Social Networker Local 11%
Business Users Business Users
27% More than 10
52% 14%
49%
45% 55%
6-10
38% 20% 76%
31%
2-5
29% 27%
23% 23% 30%
22% 1
13% None
22%
10%
2010 2011 2010 2011 All Social Networkers

14. Local Listings Most Relevant and Trusted
Search Results

15. Expected Features and Information by Site
When searching online for local businesses, basic business Name, Address, Phone
Number (NAP) information is still the most critical search data.
72%
67% 67%68% 67% 67%
67% 66%
64% 64%
62%
58%
53%
50%
48%
46%46% 46% 45% 46%
44%
42% 41%
41% 39% 40%
39%
36% 35% 35% 35%
34% 34%
33% 32%32%32%33%
31% 30%
Phone number Address Hours of Website Maps Driving Distance to the Consumer Promos/online Methods of
operation directions business ratings/reviews discounts payment
accepted
All IYP Local Portal

16. Local Search Results – Most Relevant and Trustworthy
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
relevant or trustworthy.
Local search Natural search Paid search Paid results
results results results

17. The Influence of Social Networking Sites
Social networking sites influence local business decisions. Users are more likely to use
a local business if its information is available on a social networking site.
“Are you more likely to use a local business if it has “Are you more likely to use a local business if a
information available on a social networking site?” connection recommends it?”
Yes No Don't Know Yes No Don't Know
100% 100%
18% 14% 12%
90% 18% 90%
80% 80% 12% 15%
14% 19%
70% 70%
-2
60% 60%
-6
50% 50%
40% 40%
69% 74% 72%
30% 63% 30%
20% 20%
10% 10%
0% 0%
2010 2011 2010 2011
Pt. Change

18. Discovery Search
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
Specific
Business
58% 59% 62%
55% Search 57% 53% 57% 53% 54%
51% 52% 47%
All - 2009 All - 2010 All - 2011 IYP - 2009IYP - 2010IYP - 2011
Local - 2009
Local - 2010
Local - 2011
Portal - 2009
Portal - 2010
Portal - 2011

19. Questions?
Mike Pycha Gregg Stewart
Senior Director Business Development, Channels President
Localeze 15miles
703.272.6267 855.515.0015 x501
mikepycha@localeze.com gregg.stewart@15miles.com