ComScore: 109 Million People Conducted Local Searches in July

comScore Media Metrix defines "local search" as searches conducted by consumers on the local or directory (yellow pages) sections of leading search sites, as well as other searches identified as having local intent. By this definition, the firm found evidence that, in July of this year, 63% of US Internet users, approximately 109 million people, performed local searches online — a 43% increase compared to a year earlier in July 2005.
Local online advertising is projected to account for $1.3 billion in spending this year and increase by nearly 51% the next year, to $2.0 billion.

"Local search is experiencing strong growth as more consumers adapt to the 'always on' nature of their broadband connection, which enables them to quickly find information on local businesses," said Jack Flanagan of comScore. "With approximately 849 million local searches conducted by Americans in July, local advertisers have a sizable market that can be reached through leading search sites."

The amount of local searches is not only huge, the range is impressive, too.
comScore found that 41% of those conducting a local search were searching for something in their home area, as opposed to searching for information on businesses in locales that they intended to visit.

Among those searching in their home area, 59% indicated they were searching for a restaurant or something entertainment-related, such as a theater, theme park or an attraction for sightseeing. And 41% were looking for information on local services, including car rentals, dry cleaners and lawyers. Another 52% said they searched specifically for a business phone number or address.

As to where searchers went to search, Google garnered the largest share of local searches, closely followed by Yahoo!, at 30% and 29%, respectively. Microsoft captured 12% of local searches, followed by the Time Warner Network with 7%.

Considering the majority of the local searches are being conducted are done so within the major search engines and internet Yellowpages site, the question becomes how to ensure that your businesses site or information is include in the results of these locations.

Most of the major search engines and Internet Yellowpages will let you create a listing for your business totally free, but this can be a daunting and time consuming task, especially for businesses with multiple locations. With local search taking on a more prominent role in the way that consumers look for local companies and services, businesses now more than every need to take charge of their local listings in previously mentioned Internet search locations.
In response to American consumers changing behavior in regards to how they find local goods and services a new service was created called MyLocalProfile

http://www.mylocalprofile.com.MyLocalProfile give businesses the ability to create 1 company profile that will be pushed on a monthly basis to all of the major data centers that the search engines use to create the results found within their local searches. Very simply creating a listing with MyLocalProfile will ensure that the correct and most relevant information about you company will be included in all the major search engines and internet Yellowpages local results.