According to a recent study, approximately 20% of local searches begin on map platforms such as Google Maps, Apple Maps, and Bing Maps.
This finding highlights the importance of effective local SEO, as one in five consumers rely on map apps to begin their local shopping journey.
The Increase in Map-First Search Approach
The research revealed that 15% of consumers specifically use Google Maps as their first choice for local searches. This makes Google Maps the second most popular local search platform after Google Search where 45% of consumers use Google Search first for their local search.
The study states:
“Another significant finding is the prominence of Google Maps in local search. 15% of consumers said they would use Google Maps as their first port of call, meaning they are searching local terms—which could be brand or non-brand terms—directly in Google Maps.”
It continues:
“Google Maps, Apple Maps, and Bing Maps combined make up 20% of default local search platforms. This reinforces the importance of ensuring you’re optimizing for both map packs and organic search listings. You might have a strong presence in the SERPs, but if consumers are looking for businesses like yours on a map search, you need to ensure you’re going to be found there, too.”
This change shows that consumers prefer visual, location-based searches for local businesses, especially when making spontaneous decisions.
Age Group Differences in Map Usage
Different age groups use map platforms at different rates:
- 18% of Gen Z consumers use Google Maps as their primary local search tool, which is three percentage points higher than the average.
- 21% of Millennials use Google Maps as their default local search platform.
- 5% of Millennials prefer Apple Maps as their primary local search option.
Younger consumers appear to be more comfortable using maps to discover local businesses. This is likely because they’re used to doing everything on mobile devices.
What Consumers Look for in Map Results
The study found key information that drives consumer decisions when using maps:
- 85% of consumers say contact information and opening hours are “important” or “very important”
- 46% rate business contact information as “very important”
- Nearly half (49%) of consumers “often” or “always” plan their route to a business after searching
- Map-based searches have high potential to convert browsers into customers, the report notes:
Overall, map-based searches have high potential to convert browsers into customers, likely because online consumers are specifically looking for a product or service near them.
What Does this Mean for Local Businesses?
- Focus on optimizing Google Business Profile listing and other map pages you own
- Ensure accuracy across all map platforms such as Google, Bing, and Apple.
- Complete business information, especially contact details and hours.
If you have any questions about the article, local SEO, or anything in between, please feel free to reach out — we’ll be happy to answer them!
