77% of Smartphone Users Accessed Local Content in December 2012

May 6, 2013

This article is included in these additional categories:

Digital | Household Income | Local & Directories / Small Biz | Mobile Phone | Retail & E-Commerce

LocalSearchAssn-Mobile-Devices-Local-Content-May2013The influence of mobile devices on local content continues to grow, details the Local Search Association in a new study [pdf] prepared using comScore data. According to the study, 48% of mobile phone users accessed local content in December 2012, up from 42% a year earlier. And that figure should only grow alongside rising smartphone penetration: smartphone users were more than 5 times as likely as non-smartphone users to access local content (77% vs. 14%). In fact, a significant 24% of traffic to online directories and other local resources came from mobiles and tablets in December 2012, quadruple the 6% share from a year earlier.

The share of total web traffic accounted for by mobiles and tablets also grew, from a combined 7% in December 2011 to 14% in December 2012. That speaks to the popularity of local content on mobile devices, though: while mobiles and tablets accounted for 14% of overall web traffic across all categories, they accounted for an outsized 24% of traffic to local content.

The report shows that smartphone users appear to prefer accessing local content via applications than through browsers. About 77 million smartphone users relied on applications to visit such content in December 2012 (up 22% year-over-year), ahead of the 69 million who used browsers (up 12% year-over-year).

Separately, the report examines Internet Yellow Pages (IYP) users, finding them to be a highly attractive group. Not only are they 51% more likely than the average smartphone user to have an income greater than $100,000, but they’re also twice as likely to see ads on their smartphones almost daily (25% vs. 12%), more than twice as likely to make at least one on-phone purchase per month (41% vs. 19%), and almost three times more likely to spent at least $200 a month on such purchases (24% vs. 9%).

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