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.”