Google: 50% of Mobile Search Is Local

I’m speaking at LocalU Advanced at New York. When I mentioned local search percentages during my presentation, GetListed’s David Mihm said that at a LocalU just held in Minneapolis Google announced that 50% of mobile search is local.

That’s up from a 40% number announced last year. Previously Bing said local was 53% of mobile search (via the Bing mobile app).

Think about it; 50% is a massive number. Fully half of all search queries coming from smartphones have local intent. That translates into many billions of local searches from mobile devices in 2012 (well over 20 billion).

In addition to browser-based local search there’s a huge volume of local queries coming through apps, where mobile consumers spend roughly 80% of their time (Nielsen). Nobody is tracking local queries in apps. It could be billions more annually.

The following comScore-Localeze-15Miles survey reflects that half of smartphone owners (Q1 2012) use apps for local search.

Despite this huge volume of local queries in mobile, a majority of SMBs and brands still don’t have mobile-optimized websites (or RWD sites). It’s not only amazing, it’s “marketing malpractice.”

You can follow any responses to this entry through the comments feed.

5 Responses to “Google: 50% of Mobile Search Is Local”

  1. David Mihm says at

    Just one point to add…we didn’t push Google on the specifics of this number. I feel like the previous #’s might reflect only mobile web Local Search and Derek’s number might have been Maps as well?  Perhaps Joel will clarify further later today.

  2. Greg Sterling says at

    Will try and get some clarification on this.

  3. Chris Walker says at

    The need for responsive website design to efficiently engage those potential visitors is more apparent than ever.

  4. Greg Sterling says at

    There are some negatives to RWD: slower load times, potentially too much info for mobile users. It’s a trade off but this would appear to be the way that larger enterprises will go for sure.

  5. Study: 43 Percent Of Total Google Search Queries Have Local Intent says at

    […] In 2011 Google said that 40 percent of mobile search traffic is local. And last week a Google representative at an event informally said that now 50 percent of mobile search carries a local intent. […]

  6. Report: 74% of Google’s Local Search Volumes Coming from Mobile Devices says at

    […] In 2011 Google said that 40 percent of mobile search traffic has a local intent. However last week at a GetListed LocalU event a Google speaker said that now 50 percent of mobile search is local. […]

  7. Study: 43 Percent Of Total Google Search Queries Are Local | Top SEO News says at

    […] In 2011 Google said that 40 percent of mobile search traffic is local. And last week a Google representative at an event informally said that now 50 percent of mobile search carries a local intent. […]

  8. Chitika Study Says 43% of Google Searches are Local - Content Customs Blog says at

    […] Just two years ago, according to Search Engine Land, Google said that 20% of queries submitted through PCs were local. In 2011, Google claimed that 40% of its mobile search traffic was for content related to a location. Finally, about a week ago at a conference in Minneapolis, Google upgraded that figure to 50%. […]

  9. Study: 43 Percent Of Total Google Search Queries Are Local says at

    […] In 2011 Google said that 40 percent of mobile search traffic is local. And last week a Google representative at an event informally said that now 50 percent of mobile search carries a local intent. […]

  10. Ve vyhledávačích narůstá podíl lokálního hledání says at

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  11. Chitika: We Got Google's Local Search Number Wrong says at

    […] itself previously indicated that 40 to 50 percent of mobile search traffic carries a local intent. If you have any questions or comments Chitika is happy to receive them at press@chitika.com. […]

  12. Chitika: We Got Google’s Local Search Number Wrong | Top SEO News says at

    […] Google itself previously indicated that 40 to 50 percent of mobile search traffic carries a local intent. […]

  13. Chitika: We Got Google’s Local Search Number Wrong says at

    […] Google itself previously indicated that 40 to 50 percent of mobile search traffic carries a local intent. […]

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  15. Why It’s Time For Local SMBs To Get On Board With Mobile | Top SEO News says at

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  19. Zero 360 Marketing » 10 essentials for creative mobile campaigns says at

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  20. Mobile Ad Revenue Outlook: Local Search Leads the Way | SEO And Web Company says at

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  23. SMBs on Mobile Brings Questions of Analytics and Performance | Street Fight says at

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  33. Study: 43 Percent Of Total Google Search Queries Are Local | Emineo Media says at

    […] In 2011 Google said that 40 percent of mobile search traffic is local. And last week a Google representative at an event informally said that now 50 percent of mobile search carries a local intent. […]

  34. How Local Search Will Evolve in 2013 [6 Predictions] | Perez Co says at

    […] A Neustar Localeze/15 Miles/comScore study almost a year ago implied that 50% of local searches on mobile devices might be happening in-app — meaning the percentage of local searches on mobile devices might be even higher than the 50% number that is traditionally reported. […]

  35. How Local Search Will Evolve in 2013 [6 Predictions] - ~ RPMgr.com | ~ RPMgr.com says at

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  38. National Advertisers: Time to Get Local | Street Fight says at

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  50. Web Traffic Control says at

    Trying to educate the client into how quickly this is moving is hard work – I don’t know if anyone expected the local mobile search movement would be so fast.

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