Getting Your Customers Found in a Crowded Marketplace

GETTING YOUR CUSTOMERS FOUND IN A CROWDED MARKETPLACEDecember 11, 2015

Mumbai, India – HostingCon India

Copyright © 2015 Neustar, Inc. All Rights Reserved

WHAT ARE YOUR CUSTOMERS LOOKING FOR?

‣A credible online presence to interact with customers– Domain name, website builders, hosting, etc.

‣A meaningful and memorable digital brand that tells people what they are about– Marketing and SEO tools, brand consultancy

‣Tools to ensure they are found both online and offline– Local business listing services, maps, mobile website builders

‣Profit, profit, profit!


Copyright © 2015 Neustar, Inc. All Rights Reserved 3

Whether your customers run a start-up in their basement, a small business, or a multi-billion-dollar corporation – they need a meaningful, memorable digital brand that tells people who they are, what they’re all about and how to be found online and offline.

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LOCAL SEARCH FINDINGS• Mobile Usage is Increasing

• Online U.S. consumers are not only searching more frequently, but performing more searches on a wider variety of websites.

• Local Search Sites & Engines Are Important Consumer Tools• For local business search, these two online info sources beat out all

other categories, and what content they contain about a business highly influences a consumers’ selection

• Searchers expect different info based on their motivation, goals, and category searching for

• ‘Local’ Search Results Are Preferred• When offered a choice, local results are the most trusted and relevant.

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KEY STUDY HIGHLIGHTS• Over two thirds of online local searchers consider local search results more

relevant and trustworthy than paid or natural results.

• Less than one in five of those who use local search sites for local business

searches utilize the map alone.

• Half of local searchers had a specific business in mind when they searched.

• Among those who most commonly search for restaurants, four out of five

say ‘hours of operation’ is one of the top three most important pieces of information on a map.

THE STATE OF ONLINE SEARCHcomScore Syndicated Products

© comScore, Inc. Proprietary.

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• While three in four Internet users now own a smartphone, tablet ownership has also risen to over 100 million devices in the U.S.

Tablet & Smartphone Ownership Growth

Source: comScore MobiLens and TabLens, U.S., 2000-2015

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000

Num

ber o

f Dev

ice

Ow

ners

Number of U.S. Smartphone and Tablet Owners

+13%vs. YA

+12% vs. YA

187 MILLION75% PENETRATION

100 MILLION40% PENETRATION

Mar. 2015


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Mobile usage in India expected to continue to explode

Local search statistics and trends will be increasingly important for small & medium businesses

Growth of Mobile Users in India


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M-Commerce has attained a more meaningful share of total e-Commerce dollars, with the 2014 holiday season looking like a potential inflection point.

Q2 2010

Q3 2010

Q4 2010

Q1 2011

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

Q4 2012

Q1 2013

Q2 2013

Q3 2013

Q4 2013

Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

1.8%2.4%

3.6%

5.8%6.6%

8.8% 9.0% 9.3%8.1%

9.8%

11.3%10.5%

8.6%

10.8%11.7% 11.5% 11.1% 11.1%

13.0%

15.4%

M-Commerce Share of Total Digital Commerce DollarsSource: comScore m-Commerce Measurement


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Bill

ions

($)

+23% +48% +18% +27%

Increase YoY

Q1 Q2 Q3 Q4

$5.9 $4.7

$5.8

$8.3 $7.3 $6.9 $6.8

$10.7 2013 2014

Source: comScore m-Commerce Measurement

M-Commerce Mobile Retail Commerce Dollar SalesSource: comScore m-Commerce Measurement

• Mobile e-Commerce (smartphone + tablet) reached $10.7 billion in Q4 2014, up 27% vs. YA.

Growth in Mobile Commerce


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• As consumers shift their digital activity to mobile, growth in the search market is being driven by both smartphones (+17% y/y) and tablets (+28% y/y), as measured by the # of searches performed.

Growth of Search by Platform

Source: comScore qSearch Multi-Platform, U.S., Q4 2014

-1%

17%

28%

Y/Y Growth in Total Searches by PlatformSource: comScore qSearch Multi-Platform, U.S., Q4 2014

* Data based on “web searches,” which are traditional blue link searches occurring on both web or mobile app. Does not include other types of searches such as map search.

45.7 45.5 10.8 12.6 4.6 5.9Total Web

Searches (Billions)

Desktop Smartphone Tablet


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• Though overall visitation to search sites has grown on all three platforms, the number of visitors from mobile devices has grown at more than double the rate of PC in the past year.

The Growth of Mobile Search in the U.S.

Source: comScore Mobile Metrix Trend

Total PC/Laptop Visitors to Search/Navigation Sites (Millions)

Mar-2014 Mar-2015

203.3 212.6

126.9 142.937.3 40.1

Tablet Searchers Smartphone Searchers PC Searchers

Tablet: +8% YoY

Smartphone: +13% YoY

PC/laptop: +4% YoY

Sherman Wallace

This slide and the previous tell two key facets of the online story - that # of searches performed is increasing, and that # of visitors are also increasing.

DEVICES USED WHEN SEARCHINGCustom Survey

52 % of online local searchers

who say it is very important that local businesses offer

mobile optimized versions of their websites*

* QNEW5C. Using a 7-point scale where 1 is “Not at all important” and 7 is “Very important,” please indicate how important it is that local businesses offer mobile optimized versions of their website.

CONSUMER BEHAVIORS: LOCAL SEARCHESCustom Survey


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Search engines

Local search sites

A print Yellow Pages or

White Pages directory

Internet Yellow Pages sites

Local news-paper or

magazine

Social net-working sites

Consumer rat-ing/review

sites

Directory assistance

(on the phone)

56%

16%9% 9%

3% 2% 1% 1%

Online Local Searchers(n=2712)

• Search engines are the most popular primary source of local business information, a finding echoed by previous research, with local search sites the second most used resource.

Consumers’ Primary Source for Local Business Information

Q1. In general, what is the first thing you use when searching for local business information?

Primary Source for Local Business Information


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Among Those Who Use Local Search Sites...

51%

30%

19% Accessed Via Mobile ONLY

Accessed Via Desk-top/Laptop AND Mobile

Accessed Via Desk-top/Laptop ONLY

• Almost half of local business searchers who used local search sites accessed them via mobile, with about one in five solely using mobile for access.

Trended Results: Devices Used When Conducting Local Business Searches

("Other method", accounting for <5%, excluded from proportion).QNEW1. Primarily, how do you access <<INSERT1>> for your local business searches?QNEW2. How have you accessed these sources for your local business searches?

Among Those Using Local Search Sites For Local

Business Info…

49% used mobilein 2015

25% used mobilein 2013

Among Those Who Use Local Search Sites ...

75%

17%

8%2013 2015

24 point increase over 2 years

HOW LOCAL SEARCHERS SELECT A BUSINESSCustom Survey


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"The most relevant results" "The most trustworthy results"

5% 7%

72%67%

23% 26%

Paid search results

Local search results

Natural search results

QNEW17. When looking at your search results, what section of the page do you find to have the most relevant results? Please use the picture below as a reference.QNEW18. When looking at your search results, what section of the page do you find to have the most trustworthy results?

Perception of Relevance and Trustworthiness of Search Results

Opinions on Relevance and Trustworthiness of Search Results

• Local business searchers prefer local and natural search results to paid search results.• Local search results are considered the most relevant and trustworthy.

Among Those Using Search Engines For Local Business Info (n=2143)


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• Hours of operation were the most important elements of a map, followed by ratings and reviews.

Most Important Pieces of Info On A Map

Q2C - When clicking, touching, or hovering over search results shown on a map, which pieces of information are the most important?

Most Important Pieces of Info On A MapAmong Online Local Searchers Primarily Searching an Online Source (n=2270)

Hours of Operation

Ratings & Reviews

Special offers & coupons

Website URL

Major product or service brands

Nearest available parking

Free Wi-Fi availability

Mobile App available

Facebook, Twitter

I do not look at search results on maps

73%

51%

42%

33%

33%

13%

9%

5%

5%

10%


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• Local searchers expect hours of operation to be the most commonly provided element of info during their local search.

• Hours of operation are noted as the most helpful feature in selecting a business during a local search.

What Information Is Expected & Which Influence Selection

Q39. What information do you expect to find when searching for local businesses online? Please select all that apply.Q21. What features provide you the help needed to select a business? Please select all that apply.

Hours of operation

Address of the business

Telephone number of the

business

Business website

Map of the business location

Consumer rat-ings and re-

views of busi-ness

Driving direc-tions to and

from business

Promotional offers/online

discounts

Distance be-tween my lo-

cation and the business

Methods of payment accepted

76% 71% 68%

53% 48% 45% 44% 41% 39% 37%

61%52%

40% 36% 34%40%

34% 35%41%

21%

Expected Information When SearchingFeature That Helps to Select A Business

Types of Information & Their Usefulness

Online Local Searchers (n=2712)


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• Restaurants are the most common local search category, with more than half of respondents stating they commonly conduct local business searches for restaurants.

Types of Local Businesses Searched

Q13A. Look at the below list and select the types of business you typically search for when conducting a local business search. Please indicate the most common business you search, and all others that you commonly search for.

Type of Businesses Commonly Searched ForRestaurants

Arts and EntertainmentHotels and Travel

Clothing & Accessories StoresAuto repair/service/dealerships

Department StoresHome Services

Doctors & Hospitals/ClinicsProfessional services

Banking & FinanceGas Stations

Beauty/Personal Grooming

57%27%

24%24%23%23%

22%21%

18%18%

14%13%

Online Local Searchers (n=2712)

34% say restaurants is their

most common search

SO WHAT?!

India’s (like the US) mobile usage and local search is exploding

Are your products and services ready to support your future customers?

Do you provide business listing services for your customers and clients?


THANK YOU!Crystal Peterson

Director, Registry Services

[email protected]

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Getting Your Customers Found in a Crowded Marketplace

Internet

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