According to a recent study1, most local consumers are searching online for services (40%) rather than products (23%).
That’s both good and bad news for dentists, attorneys, plumbers, beauty salons—or any other business that provides personal or professional services.
Good news for those who can be found online. Bad new for those who can’t.
What’s more, U.S. Census data shows that 75 percent of consumer spending occurs within 15 miles of the average American’s front door. More good news/bad news for local businesses.
The types of businesses consumer seek out have not changed since Yellow Pages dominated local search. Here are some of the top search categories for both print and online:
- Physician and Surgeons
- Beauty Salons
- Auto Repair
- Plumbing Contractors
- Home Improvements
Among the fastest growing are Family Services, Wedding Planning, Construction and Lawn/Landscaping services.
Whether online or Yellow Pages, the majority of those searching for a local business plan to make a purchase. These local searchers are unique because they are buyers seeking a seller, instead of the other way around.
Consumers use a combination of both search engines (76%) and Yellow Pages (74%) to find local businesses.2 Other forms of advertising are great for targeting consumers and creating need. But how much more targeted can you get than “ready to buy”?
1 6th Annual 15miles/Neustar Localeze Local Search Usage Study, comScore 2013
2 2012 Local Media Tracking Study, Burke Inc.