Local search shares: Google – 29.8%, Yahoo! – 29.2%, Microsoft – 12.3%

63% of US Internet users (or approximately 109 mln people) performed a local search online in July 2006, a 43% increase versus July of 2005. Google sites (30%) and Yahoo! sites (29%) garnered the largest share of local searches in July. Microsoft sites captured 12% of local searches, followed by the Time Warner Network with 7%.

Local search market in July 2006
Google Sites 29.8%
Yahoo! Sites 29.2%
Microsoft Sites 12.3%
Time Warner 7.1%
Verizon 6.6%
YellowPages.com 3.9%
Ask Network 2.7%
Local.com 1.9%
InfoSpace Network 1.9%
DexOnline.com 1.4%
All Other 3.2%
Source: comScore

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. Additionally, 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. Another 52% said they were searching specifically for a business phone number or address. 41% were looking for information on a local service in their home area, including car rental office, dry cleaner or lawyer. In Q2 2006, 47% of local searchers visited a local merchant as a result of their search behavior, while 41% made contact offline. 37% made contact online as a result of conducting a local area search.