getting your customers found in a crowded marketplace by crystal peterson
TRANSCRIPT
GETTING YOUR CUSTOMERS FOUND IN A CROWDED MARKETPLACEDecember 11, 2015
Mumbai, India – HostingCon India
Copyright © 2015 Neustar, Inc. All Rights Reserved
WHAT ARE YOUR CUSTOMERS LOOKING FOR?
‣A credible online presence to interact with customers– Domain name, website builders, hosting, etc.
‣A meaningful and memorable digital brand that tells people what they are about– Marketing and SEO tools, brand consultancy
‣Tools to ensure they are found both online and offline– Local business listing services, maps, mobile website builders
‣Profit, profit, profit!
Copyright © 2015 Neustar, Inc. All Rights Reserved
Copyright © 2015 Neustar, Inc. All Rights Reserved 3
Whether your customers run a start-up in their basement, a small business, or a multi-billion-dollar corporation – they need a meaningful, memorable digital brand that tells people who they are, what they’re all about and how to be found online and offline.
4
LOCAL SEARCH FINDINGS• Mobile Usage is Increasing
• Online U.S. consumers are not only searching more frequently, but performing more searches on a wider variety of websites.
• Local Search Sites & Engines Are Important Consumer Tools• For local business search, these two online info sources beat out all
other categories, and what content they contain about a business highly influences a consumers’ selection
• Searchers expect different info based on their motivation, goals, and category searching for
• ‘Local’ Search Results Are Preferred• When offered a choice, local results are the most trusted and relevant.
5
KEY STUDY HIGHLIGHTS• Over two thirds of online local searchers consider local search results more
relevant and trustworthy than paid or natural results.
• Less than one in five of those who use local search sites for local business
searches utilize the map alone.
• Half of local searchers had a specific business in mind when they searched.
• Among those who most commonly search for restaurants, four out of five
say ‘hours of operation’ is one of the top three most important pieces of information on a map.
THE STATE OF ONLINE SEARCHcomScore Syndicated Products
© comScore, Inc. Proprietary.
7
• While three in four Internet users now own a smartphone, tablet ownership has also risen to over 100 million devices in the U.S.
Tablet & Smartphone Ownership Growth
Source: comScore MobiLens and TabLens, U.S., 2000-2015
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
Num
ber o
f Dev
ice
Ow
ners
Number of U.S. Smartphone and Tablet Owners
+13%vs. YA
+12% vs. YA
187 MILLION75% PENETRATION
100 MILLION40% PENETRATION
Mar. 2015
© comScore, Inc. Proprietary.
8
Mobile usage in India expected to continue to explode
Local search statistics and trends will be increasingly important for small & medium businesses
Growth of Mobile Users in India
© comScore, Inc. Proprietary.
9
M-Commerce has attained a more meaningful share of total e-Commerce dollars, with the 2014 holiday season looking like a potential inflection point.
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Q4 2014
Q1 2015
1.8%2.4%
3.6%
5.8%6.6%
8.8% 9.0% 9.3%8.1%
9.8%
11.3%10.5%
8.6%
10.8%11.7% 11.5% 11.1% 11.1%
13.0%
15.4%
M-Commerce Share of Total Digital Commerce DollarsSource: comScore m-Commerce Measurement
© comScore, Inc. Proprietary.
10
Bill
ions
($)
+23% +48% +18% +27%
Increase YoY
Q1 Q2 Q3 Q4
$5.9 $4.7
$5.8
$8.3 $7.3 $6.9 $6.8
$10.7 2013 2014
Source: comScore m-Commerce Measurement
M-Commerce Mobile Retail Commerce Dollar SalesSource: comScore m-Commerce Measurement
• Mobile e-Commerce (smartphone + tablet) reached $10.7 billion in Q4 2014, up 27% vs. YA.
Growth in Mobile Commerce
© comScore, Inc. Proprietary.
11
• As consumers shift their digital activity to mobile, growth in the search market is being driven by both smartphones (+17% y/y) and tablets (+28% y/y), as measured by the # of searches performed.
Growth of Search by Platform
Source: comScore qSearch Multi-Platform, U.S., Q4 2014
-1%
17%
28%
Y/Y Growth in Total Searches by PlatformSource: comScore qSearch Multi-Platform, U.S., Q4 2014
* Data based on “web searches,” which are traditional blue link searches occurring on both web or mobile app. Does not include other types of searches such as map search.
45.7 45.5 10.8 12.6 4.6 5.9Total Web
Searches (Billions)
Desktop Smartphone Tablet
© comScore, Inc. Proprietary.
12
• Though overall visitation to search sites has grown on all three platforms, the number of visitors from mobile devices has grown at more than double the rate of PC in the past year.
The Growth of Mobile Search in the U.S.
Source: comScore Mobile Metrix Trend
Total PC/Laptop Visitors to Search/Navigation Sites (Millions)
Mar-2014 Mar-2015
203.3 212.6
126.9 142.937.3 40.1
Tablet Searchers Smartphone Searchers PC Searchers
Tablet: +8% YoY
Smartphone: +13% YoY
PC/laptop: +4% YoY
DEVICES USED WHEN SEARCHINGCustom Survey
52 % of online local searchers
who say it is very important that local businesses offer
mobile optimized versions of their websites*
* QNEW5C. Using a 7-point scale where 1 is “Not at all important” and 7 is “Very important,” please indicate how important it is that local businesses offer mobile optimized versions of their website.
CONSUMER BEHAVIORS: LOCAL SEARCHESCustom Survey
© comScore, Inc. Proprietary.
15
Search engines
Local search sites
A print Yellow Pages or
White Pages directory
Internet Yellow Pages sites
Local news-paper or
magazine
Social net-working sites
Consumer rat-ing/review
sites
Directory assistance
(on the phone)
56%
16%9% 9%
3% 2% 1% 1%
Online Local Searchers(n=2712)
• Search engines are the most popular primary source of local business information, a finding echoed by previous research, with local search sites the second most used resource.
Consumers’ Primary Source for Local Business Information
Q1. In general, what is the first thing you use when searching for local business information?
Primary Source for Local Business Information
© comScore, Inc. Proprietary.
16
Among Those Who Use Local Search Sites...
51%
30%
19% Accessed Via Mobile ONLY
Accessed Via Desk-top/Laptop AND Mobile
Accessed Via Desk-top/Laptop ONLY
• Almost half of local business searchers who used local search sites accessed them via mobile, with about one in five solely using mobile for access.
Trended Results: Devices Used When Conducting Local Business Searches
("Other method", accounting for <5%, excluded from proportion).QNEW1. Primarily, how do you access <<INSERT1>> for your local business searches?QNEW2. How have you accessed these sources for your local business searches?
Among Those Using Local Search Sites For Local
Business Info…
49% used mobilein 2015
25% used mobilein 2013
Among Those Who Use Local Search Sites ...
75%
17%
8%2013 2015
24 point increase over 2 years
HOW LOCAL SEARCHERS SELECT A BUSINESSCustom Survey
© comScore, Inc. Proprietary.
18
"The most relevant results" "The most trustworthy results"
5% 7%
72%67%
23% 26%
Paid search results
Local search results
Natural search results
QNEW17. When looking at your search results, what section of the page do you find to have the most relevant results? Please use the picture below as a reference.QNEW18. When looking at your search results, what section of the page do you find to have the most trustworthy results?
Perception of Relevance and Trustworthiness of Search Results
Opinions on Relevance and Trustworthiness of Search Results
• Local business searchers prefer local and natural search results to paid search results.• Local search results are considered the most relevant and trustworthy.
Among Those Using Search Engines For Local Business Info (n=2143)
© comScore, Inc. Proprietary.
19
• Hours of operation were the most important elements of a map, followed by ratings and reviews.
Most Important Pieces of Info On A Map
Q2C - When clicking, touching, or hovering over search results shown on a map, which pieces of information are the most important?
Most Important Pieces of Info On A MapAmong Online Local Searchers Primarily Searching an Online Source (n=2270)
Hours of Operation
Ratings & Reviews
Special offers & coupons
Website URL
Major product or service brands
Nearest available parking
Free Wi-Fi availability
Mobile App available
Facebook, Twitter
I do not look at search results on maps
73%
51%
42%
33%
33%
13%
9%
5%
5%
10%
© comScore, Inc. Proprietary.
20
• Local searchers expect hours of operation to be the most commonly provided element of info during their local search.
• Hours of operation are noted as the most helpful feature in selecting a business during a local search.
What Information Is Expected & Which Influence Selection
Q39. What information do you expect to find when searching for local businesses online? Please select all that apply.Q21. What features provide you the help needed to select a business? Please select all that apply.
Hours of operation
Address of the business
Telephone number of the
business
Business website
Map of the business location
Consumer rat-ings and re-
views of busi-ness
Driving direc-tions to and
from business
Promotional offers/online
discounts
Distance be-tween my lo-
cation and the business
Methods of payment accepted
76% 71% 68%
53% 48% 45% 44% 41% 39% 37%
61%52%
40% 36% 34%40%
34% 35%41%
21%
Expected Information When SearchingFeature That Helps to Select A Business
Types of Information & Their Usefulness
Online Local Searchers (n=2712)
© comScore, Inc. Proprietary.
21
• Restaurants are the most common local search category, with more than half of respondents stating they commonly conduct local business searches for restaurants.
Types of Local Businesses Searched
Q13A. Look at the below list and select the types of business you typically search for when conducting a local business search. Please indicate the most common business you search, and all others that you commonly search for.
Type of Businesses Commonly Searched ForRestaurants
Arts and EntertainmentHotels and Travel
Clothing & Accessories StoresAuto repair/service/dealerships
Department StoresHome Services
Doctors & Hospitals/ClinicsProfessional services
Banking & FinanceGas Stations
Beauty/Personal Grooming
57%27%
24%24%23%23%
22%21%
18%18%
14%13%
Online Local Searchers (n=2712)
34% say restaurants is their
most common search
SO WHAT?!
India’s (like the US) mobile usage and local search is exploding
Are your products and services ready to support your future customers?
Do you provide business listing services for your customers and clients?
ARE YOU READY?
Copyright © 2015 Neustar, Inc. All Rights Reserved 23
Copyright © 2015 Neustar, Inc. All Rights Reserved
THANK YOU!Crystal Peterson
Director, Registry Services
24