In the new consumer reality, our target audience is multi-device, and is permanently contact. The purchase process starts from any of these intelligent terminals, and continues the journey through several points of contact, both online and offline.
Local searches are becoming increasingly important in this process. The number of such requests only on the computer, has grown 10.5 billion from the previous year. The data provided by Neustar show that half of these local search ends purchase. Hence the need to optimize the marketing strategy, also locally.
63% of customers use multiple devices to perform local searches, highlighting smartphones as the main path to conversion. The report Neustar shows that 4 out of 5 mobile searches on the local environment ended in purchase. 73% of them in physical stores.
Consumers also use their smart terminals in search of such fundamental information as the exact location of the establishment (27%); even if they are driving (13%).
Another common behavior among these users is to search and compare information on shops. All from the comfort of home, and usability of the tablets. Not surprisingly, customers are more satisfied with the browsing experience that brings tablet or computer local search (64%), compared to smartphone (50%).
Meanwhile, these local searches especially benefit restaurants. As reflected in May’s survey Booktable. The 41% of customers use their mobile device to book a table at a restaurant. A percentage that has increased considerably in the last three years, when it was 7%.
Decidedly, the way consumers make the process of finding information and buying has changed diametrically. Therefore, companies must strive to know their new habits of behavior, and design a trip adapted to this new strategy by the customer.