The Local-Mobile Opportunity: Presented by 15miles

The Local-Mobile

Opportunity Webinar July 2013

Today’s Presenters

Presenter

Gregg Stewart President

15miles/Geary LSF

Moderator

Dan Stiehr Director, Client Services

15miles

Today’s Webinar

2013 Local Search Trends – available at localsearchstudy.com

• Why Mobile?

• Mobile Optimized Web Sites

• Mobile Advertising Options

• Questions?

http://www.localsearchstudy.com/

Why Mobile? Today’s Mobile Landscape

4

Decline of PC Search in the US

Source: comScore qSearch 2.0 Total US Internet Searchers

Total US searches on the PC dropped 6% year-over-year to 27.8 billion in

December 2012…

Total Web Searches (Billions)

Non-Local

-5% y/y increase

Local

-17% y/y increase

2,9512,786 2,681

2,810

2,671 2,557 2,565

2,6772,511

2,339

2,4332,348

2,462

Nov-12

26,722

Aug-12

24,374

Oct-12

28,031

25,598

Sep-12

26,246

23,908

28,510

25,999

Jul-12

29,930

27,253

Jun-12

28,149

25,584

May-12

28,077

25,521

Apr-12

27,676

25,005

Mar-12

29,534

26,724

Feb-12

28,040

25,359

Jan-12

28,501

25,715

Dec-11

29,541

26,590

Dec-12

27,803

25,341

Non-Local Searches Local Searches*

Growth of Mobile Searchers in the US

Total Mobile Phone Visitors to Search/Navigation Sites or Apps (Millions)

Dec-12

113.1 112.8

Oct-12

107.4

Sep-12

108.7

Aug-12

103.6

Jul-12

93.0

97.6

Apr-12 Nov-12 Jun-12

90.1

94.0

101.1

May-12 Mar-12

Total US searchers on mobiles phones has grown steadily throughout 2012.

26% Since March


30%

32%

37%

42%

51%

30%

31%

39%

40%

56%

0% 10% 20% 30% 40% 50% 60%

Entertainment News

Weather

News

Social Networking

Search

Dec-2012

Dec-2011

Search continues to grow as the most popular online activity for mobile browsers.

Top 5 Activities for Mobile Browsing of those who use Internet Browser on mobile phone

Mobile Phone Use in Search


Tablet Ownership Growth

1 2 3 4 5 6 7 8 9 10 11 12

Years Post Introduction

40 MILLION

100 MILLION

Devic

e O

wners

It took Smartphones nearly a decade from their first introduction to

reach 40 million owners. Tablets

have crossed that threshold in only

two years since the launch of the iPad


Mobile Phone Local Search Trends

Mobile Phone Local Business Content Access Methods (Millions)

Local search on mobile phones continues to grow with nearly 86 thousand accessing local business information on their mobile phone.

10.5

31.529.0

52.6

13.7

44.245.5

74.5

16.0

50.754.4

85.7

+87%

+63%

SMS Application Browser Any Access Method

+53%

+61%

Dec-12

Dec-11

Dec-10


Mobile Phone and Tablet Local Business Search Stage

53%

32% 33%

10%

20% 18%

4% 18% 18%

33% 31% 31%

PC/Laptop Mobile Phone Tablet

Throughout theentire process

At the end

In the middle

In the beginning

Stage of Local Business Search When Device is Used


Purchase Rate by Device

Made Purchase online, in-person, or over the phone

59%

78% 77%

PC/Laptop MobilePhone

Tablet

Amount Spent on Purchase

46% 46% 38%

22% 25%

22%

26% 21% 32%

5% 8% 7%

PC/Laptop MobilePhone

Tablet

$500+

$100-$499

$50-$99

$1-$49

Local business searchers using a mobile phone or tablet are more likely to make a purchase as a result of their search.


Google Enhanced Campaigns

of businesses do not have a mobile-friendly website,

putting you ahead of the competition.

77%

An Underleveraged Opportunity

Source: Google 2012

Mobile Optimized Web Sites Keys to Success

Users expect

their mobile

experience to be

as good as their

desktop

experience.

Understand User Expectations

Source: Google 2012

The Need to Make a Great First Impression

Source: Google 2012

Get Directions

Send An Email

Make A Call

Key Elements of a Mobile-Friendly Site

Mobile Advertising Capturing the High Intent Audience

Paid Search

Local Display

Local Listings on Mobile

Local Social Ads

Contact Us

Dan Stiehr

[email protected]

314.471.8879

mailto:[email protected]

mailto:[email protected]