Each day, individuals seek out items or services in their vicinity. To gain insights into this local search activity, Google joined forces with Ipsos MediaCT and Purchased, conducting research studies involving over 5,000 U.S. smartphone users.
Each day, individuals seek out items or services in their vicinity. To gain insights into this local search activity, Google joined forces with Ipsos MediaCT and Purchased, conducting research studies involving over 5,000 U.S. smartphone users. These participants either filled out an online survey or recorded their smartphone search and in-store experiences in a mobile journal. Our research reveals that 80% of consumers prefer search ads that are tailored to their city, zip code, or immediate area. By reaching out to consumers through geographically focused ads, advertisers can supply the necessary information that encourages consumers to act. The complete study can be read below.
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