People who conduct a successful local search on their smartphone are much more likely to make an in-store visit than PC and tablet users, according to a recent Neustar Localeze survey.
Perhaps surprisingly, especially since there are so many click-to-call search ads floating around the mobile Web, smartphone users are actually more likely to contact a business online after completing a local search, while tablet and PC users prefer to contact a business over the telephone.
The 3,000-person survey also found that overall conversion rates are higher among mobile users, whether they contacted a local business online, over the phone, or in-person
An impressive 78% of them ended up making a purchase. Similarly, 77% of tablet users converted into buyers, whereas only 59% of PC users did.
When it comes to performing additional research on a product or service after an initial local business search, tablets lead. This supports previous studies which found that people prefer to conduct more complex activities— such as browsing social networks, reading, and writing — on their tablet than on their smartphone. Also, probably due to this habit of conducting additional research before buying, tablet users tend to spend slightly more on a purchase.