Local Search 25% of Online Commerce Activity

The findings of a new survey of more than 5,000 online buyers conducted by The Kelsey Group and BizRate.com reveal that local commercial searches-those seeking merchants “near my home or work”-represent 25.1% of all searches being performed by online buyers, more than double the amount previously estimated by analysts.

“We had calculated the number of local commercial searches at about 10% of all searches being conducted,” said Greg Sterling, director of The Kelsey Group’s Digital Directories: Interactive Local Media Continuous Advisory Service. “This survey data suggests the number could be more than twice that figure.”

Chuck Davis, President and CEO of BizRate.com said, “Consumers are increasingly using search for shopping related queries. In fact, over a third (36%) of all search activity is now shopping-based, defined as using search functionality to look for a merchant, research a purchase or make an online purchase. We expect to see shopping searches continue to increase.”

Survey highlights:

Sixty-four percent of respondents said that search engines were the “main way” they find things on the Internet.

Commercial search results were rated as “good” or “excellent” by 80% of respondents.

Forty-four percent of survey respondents are performing more local commercial searches than one year ago.

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