USA consumers do their research online but mostly purchase offline

ComScore reports in the second yearly Local Search Usage, an online survey of 3,000 respondents, that total USA searches have increased by 25% over the last year, and while substantial research is done online, most purchases are made offline.

Local business details are found by consumers in search engines 31%, Yellow Pages or White Pages 30%, internet Yellow Pages 19% and local search sites 11%.

The results have altered from last year which had Print Yellow Pages at 33% and Search Engines at 30%.

Although online is used for the majority of local research, purchases are mostly made offline.

After online local searches, consumers contact a business by phone 39%, visit the business 32%, or contact the business online 12%.

1 in 5 local business search consumers with an internet enabled cell phone have conducted a local search on their phone. 1 in 2 iPhone and other wi-fi device owners conduct local searches on their phones.

22% said that they called directory assistance from their mobile phone, with 411 getting 64% and 1-800-FREE411 getting 29%.

So the local search field is becoming more focussed online, but people still prefer to shop in person after the research has been done.

Our USA Online Local Search Business Directory is proving very profitable in the current tough economic conditions, for the 10 million businesses listed, because we provide qualified prospects at no cost to them.