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.”

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

  1. With $5.6M From Floodgate & Others, PixelFish Relaunches As Sightly To Bring Mobile Video To Local Advertising says at

    […] local information, more often than not, they turn to the nearest mobile device. In fact, Google reportedly announced in October that 50 percent of mobile search queries are for local information. Mobile devices are integral to […]

  2. | How Local Search Will Evolve in 2013 [6 Predictions] | 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. […]

  3. Thinking About Responsive Design From a Local Perspective - SIM Partners says at

    […] recently announced that 50% of search queries on mobile devices are for local information; unfortunately, the tactics […]

  4. Mobile Marketing Adoption by SMBs | Affinity Express Blog says at

    […] A continuous wave of new statistics are illustrating that consumers are increasingly turning to their mobile devices for local information. This was also confirmed by Google in one of its announcements that as much as 50 percent of mobile search via its platforms is for local information. […]

  5. New Tools Bring Major Changes To Mobile SEO says at

    […] at a local level. Given how closely mobile search and local search are often entwined, with Google reporting last year that mobile search is 50% local, it gives marketers the opportunity to discover things from the […]

  6. New Tools Bring Major Changes To Mobile SEO | Uk Marketing says at

    […] at a local level. Given how closely mobile search and local search are often entwined, with Google reporting last year that mobile search is 50% local, it gives marketers the opportunity to discover things from the […]

  7. Guía SEO local says at

    […] es genérico. De hecho, cerca del 20% de las búsquedas globales tienen intención local, cifra que aumenta hasta el 50% cuando la búsqueda se realiza desde un teléfono móvil o […]

  8. Can Local Mobile Customers Find You? | Local Market Launch says at

    […] search has fast become consumers’ preferred method when searching for local businesses. In fact, 50% of Google mobile searches are local. The data is clear—mobile search is surging as desktop search continues to […]

  9. Don’t wait to compete for mobile ad revenue « MDIF Knowledge Bridge says at

    […] opportunities – For local media, there are unique opportunities. Google has found that about 50 percent of all mobile search is local, and that means that often your audience is looking for nearby businesses or services. Local media […]

  10. When It Comes to Mobile Local Search and SMBs: Mind the Gap | Street Fight says at

    […] example, among the roughly 20 billion monthly global mobile searches, 40% to 50% are local. Much of this traffic ends up on Google Map links or Yelp profiles, but a considerable portion […]

  11. Tractus Design » How Google is Killing Organic Search says at

    […] not on global search data).  Combine that with Google stating that 50% of mobile search is local (http://screenwerk.com/2012/10/01/google-50-of-mobile-search-is-local/). Those two pieces of information are the pillars of Google’s future […]

  12. Google And The Shrinking Screen Estate Of Search Results « Nicer Blog says at

    […] year Google claimed that 63% of its searches begin on a phone. And of those mobile searches, 50% are local. As seen in the example above, for a “local” search like “Italian food” for a mobile user […]

  13. How Google is Killing Organic Search | C2Business Blog says at

    […] not on global search data). Combine that with Google stating that 50% of mobile search is local (http://screenwerk.com/2012/10/01/google-50-of-mobile-search-is-local/). Those two pieces of information are the pillars of Google’s future […]

  14. How Google is Killing Organic Search | clickmediasearch says at

    […] not on global search data).  Combine that with Google stating that 50% of mobile search is local (http://screenwerk.com/2012/10/01/google-50-of-mobile-search-is-local/). Those two pieces of information are the pillars of Google’s future […]

  15. Local Search Will Evolve | Local Search Marketing 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. […]

  16. Sprout Media Lab » Local Search is Growing says at

    […] were 5.6 billion total local searches in 2010.  Last year, 2012, brought in over 20 billion local searches from mobile devices […]

  17. 8 lucruri importante in SEO (+ sfaturi de la 4 experti) - Vertify says at

    […] La sfârșitul lui 2012 un studiu arăta ca aproximativ un sfert din toate căutarile de pe Google generează rezultate locale. În cazul căutarilor de pe mobil, procentul este mai aproape de jumătate. […]

  18. Local SEO: Top 5 Tips for Success | Local Rank Expert says at

    […] A significant 50% of searches performed on mobile devices have local […]

  19. » You Can’t Neglect Your Local Search Presence says at

    […] intent. I did some research on the sources for these stats and they turn out to be from 2010/2011. I found a more recent stat that reinforced 50% of mobile searches have a local intent, and another one that says between 30% […]

  20. You’re the Boss Blog: Making Sure Your Website Is Ready for Smartphones | News In Marketing says at

    […] half of all mobile searches — those done on a smartphone or on a tablet — have “local intent,” meaning […]

  21. 7 Simple Tips for Small Business Success | TomBrownBlog says at

    […] device. By the end of this year, that number will double to 30% or more. Even more astounding over 50% of mobile search is local. If you completed the first tip, your business now has a local listing on the map […]

  22. Want Your Website To Be Accessible On Your Phone? So Do I. Read What Todd Leeloy, GM of the Digital Marketing Company OrangeSoda Does | eReilly Consulting says at

    […] About half of all mobile searches — those done on a smartphone or on a tablet — have “local intent,” meaning the person searching is looking for a nearby business. That number has risen sharply over the last five years, said Todd Leeloy, general manager of OrangeSoda, a digital marketing company in American Fork, Utah, that was bought by Deluxe in 2012. […]

  23. Local Search Ranking Factors | Leadgenix says at

    […] engine optimization. A study shows that 43 percent of total Google search queries are local. And this study shows that 50 percent of mobile search is local. So anything you do to get your business ranking […]

  24. Google, Lawyers, and The End of SEO | Associate's Mind says at

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  25. Making Sure Your Website Is Ready for Smartphones | THIRDSCREEN – Marketing Tips says at

    […] About half of all mobile searches — those done on a smartphone or on a tablet — have “local intent,” meaning the person searching is looking for a nearby business. That number has risen sharply over the last five years, said Todd Leeloy, general manager of OrangeSoda, a digital marketing company in American Fork, Utah, that was bought byDeluxe in 2012. […]

  26. With $1.7M in New Funding, Sightly Takes Aim at Video Ad Marketing | Xconomy says at

    […] they see for video advertising in mobile devices, based on a massive shift to mobile search. By one estimate, over 50 percent of mobile search queries are now seeking local information about local businesses, […]

  27. Phone Leads for Local Businesses: The Unsexy Cousin of the Click (Part II) | Street Fight says at

    […] calls that perform (convert) well. That goes back to the location-based and commercially-oriented intent of mobile […]

  28. Your Local Business Website Must Have These 10 Pieces of Information says at

    […] 4 billion internet searches per month have local intent and 50% of all mobile searches carry a local intent.  That is a lot of potential buyers and eyes that could potentially be exposed to your […]

  29. 3 Big Ideas For Local Video Marketing says at

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  30. Going Mobile | My great WordPress blog says at

    […] Foreseeing this, Google announced nearly a year ago that 50% of mobile searches are for local content. […]

  31. Local Search - SEO Google Local Business Search says at

    […] to Screenwerk, Google recently announced that 50% of mobile search is now local, an increase from 40% in 2011. […]

  32. The Top 10 Online Resources That Will Help You Become a Local SEO Expert | ColderICE: Ecommerce News, Hints, Tips & Tricks says at

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    […] to Google, 50% of all mobile searches have local intent, meaning someone is searching for a local business to make an in-store […]

  36. Despite Documented Performance Lift Brands Still Confounded By Local Search | PJ Tec - Latest Tech News | PJ Tec - Latest Tech News says at

    […] The rise of mobile search and smartphone usage makes it especially important to be able to localize campaigns. According to past statements from Google, roughly 20 percent of desktop search carries a local intent but that number rises to 40 or 50 percent in mobile. […]

  37. eMarketing Wall says at

    […] The rise of mobile search and smartphone usage makes it especially important to be able to localize campaigns. According to past statements from Google, roughly 20 percent of desktop search carries a local intent but that number rises to 40 or 50 percent in mobile. […]

  38. Why should I host in Canada? says at

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  39. Five Wordpress Mobile Plugins to Improve your Mobile Users Experience - Web Design Trails says at

    […] mobile user friendly sites. The fact that 25% of search queries were done through a mobile device. Fifty (50) per cent of mobile search is local. This makes it a big factor to consider when it comes to web […]

  40. Local Search is Growing | Sprout Media Lab says at

    […] were 5.6 billion total local searches in 2010.  Last year, 2012, brought in over 20 billion local searches from mobile devices […]

  41. Mobile Marketing Adoption by SMBs - Printing Impressions says at

    […] A continuous wave of new statistics are illustrating that consumers are increasingly turning to their mobile devices for local information. This was also confirmed by Google in one of its announcements that as much as 50 percent of mobile search via its platforms is for local information. […]

  42. 5 SEO Trends You Need to Consider for 2015 — Octa Eye says at

    […] to Google, 50% of all mobile searches have local intent, meaning someone is searching for a local business to make an in-store […]

  43. How To Prepare Yourself For The New Google Mobile Algorithm! | Gary Schollmeier Blog says at

    […] 50% of local searches are carried out on mobile devices […]

  44. Prepare Yourself For The New Google Mobile Algorithm Update! | Pagetraffic Blog says at

    […] 50% of local searches are carried out on mobile devices! […]

  45. What Google's Update Means for Mobile Optimized Websites says at

    […] 50% of local searches are carried out on mobile devices (Google) […]

  46. Our We Know LOCAL Search Program! | CanuckSEO says at

    […] 50%+ of mobile queries have local intent… […]

  47. Everything You Need to Know about Mobilegeddon - says at

    […] of mobile search queries have local intent (e.g. include words like “near me,” “in Ft. Lauderdale,” “around […]

  48. Wainscot Media | Mobile marketing for local businesses, a necessity? - Wainscot Media says at

    […] some kind of local reference such as a state, city, street name, neighborhood, etc. However, roughly 50% all mobile searches are local, meaning that the individual who has initiated the search has done so with the intent of finding a […]

  49. Wainscot Media | SEO for small businesses-the time is now - Wainscot Media says at

    […] Data from Chikita shows that 24% of all Google searches have “local intent”, meaning that people are searching for local resources like local businesses. This number is much higher when you consider just mobile searchers (those using their smartphones and tablets), Google says this number is closer to 50%. […]

  50. Keyword Research Tips and Tools for Beginners - Trellis says at

    […] 50%+ of mobile queries have local intent. […]

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