MOBILE DEVICES DRIVE LOCAL SEARCH IN CANADA
Study reveals 84 percent of Canadians own a smartphone and 74 percent use them to look for information on local products or services.
KETTERING, OHIO-January 23, 2017 -
Eight out of ten Canadians own a smartphone and nearly three quarters use them to search for information on local products and services, according to Thrive Analytics’ 2017 Canadian Local Search Report. The bi-annual study of more than 2,100 Canadians revealed that mobile devices and more specifically mobile search are becoming the methods of choice when Canadians are seeking information on local products and services. This is especially true for younger generations where technology adoption is high.
“The rapid increase in mobile and smartphone usage in Canada has changed the way media is consumed,” said Jason Peaslee, managing partner of Thrive Analytics. “As a result, marketers and advertisers will need to take a “mobile first” strategy to ensure they are reaching the right target markets.”
Most Searches Begin in the Home and Continue In-store
Mapping the path to purchase for over 30 different categories reveals that 57% of mobile searches start in the home and continue in-store. Top mobile apps used in-store include general search apps (43 percent), social media apps (33 percent), coupon/deal apps (27%) and online shopping apps (22 percent). Top activities include comparing prices (40 percent), looking for coupons or offers (35 percent) sending pictures to friends/family for opinions (34 percent) and looking at reviews of the product or service (25 percent).
Canadians Willing to Share Location Information
Over half of Canadians (51 percent) age 18-34 have shared their location with a business. The main motivation for sharing location information include letting friends know where they are (33 percent), providing a social media update (23 percent) and getting a deal/reward (17 percent). For those that haven’t shared their location (multiple responses allowed), 52 percent stated they would if they got some deal or offer in return, and 44 percent stated they would if they would receive exclusive or personalized content. Only 17 percent stated they would never share location information with a business.
Voice Search Gaining Traction
Over half of Canadians (52 percent) age 18-34 have used voice search (i.e. Apple’s Siri, Google’s Google Now, etc.) to find information. Fifty-three percent of that age group uses voice search at least weekly. Top usage areas include looking up general information (62 percent), finding directions to a location (47 percent), finding weather information (44 percent), opening other apps (24 percent), finding nearby events (23 percent), and finding deals for local products or services (19 percent).
Thrive Analytics’ 2017 Canadian Local Search Report is a comprehensive bi-annual study that provides a view of how consumers are searching for local products and services. Specifically, these studies monitor the technology, media and other factors that consumers use or are influenced by during the shopping process.
Other critical study findings from the 2017 Canadian Local Search Report include:
- Canadians used on average 4.1 sources of information when searching for a local product or service
- Demographics and location drive usage of different media sources.
- The path to purchase does vary by business category and these results will be provided in future releases.
2017 Canadian Local Search Study Methodology
The full study, is available to Thrive Analytics research subscribers. Data highlighted in this release was from Thrive Analytics’ bi-annual Local Search Study conducted on Canadian consumers 18 years of age and older. More than 2,000 Canadians responded to the survey.
About Thrive Analytics
Thrive Analytics is a leading local search and digital consulting firm specializing in combining targeted marketing research and data analytics with actionable customer engagement strategies for improved business results. With clients spanning leading national brands as well as publishers and agencies serving the small business community, Thrive Analytics pairs proprietary market research services and data analytics tools with time-tested business insights and methodologies to help organizations measurably improve customer experience, loyalty and sales results. Founded in 2010, Thrive Analytics is a privately held company headquartered in Kettering, Ohio.