A new YP survey found that most search tasks were initiated and completed by respondents relatively quickly — most in under an hour. According to the report 63% completed a local search within one hour.
The report goes on to say that “the ubiquity of the smartphone no doubt contributes to the speed of search tasks.” In other words, given the wide adoption and usage of smartphones, searching has never been easier. The movement from consumer interest/need/desire to the path to purchase via search has never been quicker.
Perhaps even more interesting still, the study finds while search engines were the most common way people began their process that was only true for 36% of the sample. The next most common way (only used by 15%) was verticals or specific content sites.
The YP report, “Local Search Unleashing Opportunities for National Advertisers,” was issued last week. It’s based on an IDC survey of 750 US adults (18 to 44). To access the report click here. To access the graphic above, click here.