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ComScore’s latest statistics on local searching in the US reveals some interesting trends. It is fair to say that the UK is still behind on this but it is not unusual for US patterns to migrate to this side of the pond.

The key conclusions

There is a lot of local searching going on:

“63 percent of U.S. Internet users (or approximately 109 million people) performed a local search online in July”

There is a lot more of it happening:

“a 43-percent increase versus July of 2005”

It is leading to genuine business:

“47 percent of local searchers visited a local merchant as a result of their search behavior, while 41 percent made contact offline.”

And it isn’t all coming from Google:

“Google Sites (30 percent) and Yahoo! Sites (29 percent) garnered the largest share of local searches in July. Microsoft Sites captured 12 percent”

From our own statistics we have been noticing similar trends (although the Google mania is still untouched). There is still a long way to go though with factors like mobile search, more effective local search facilities etc.

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