For Arizona businesses, understanding local search behavior is key to attracting nearby customers. A recent survey of 1,000 U.S. consumers highlights how local search differs from general search, with maps and social media playing significant roles. Here’s a tailored guide for Arizona’s business community to leverage these insights.
1. Local Search Is Map-Centric and Diverse
- High Local Intent: 39% of consumers estimate that at least 41% of their searches target local businesses, making local visibility critical.
- Google’s Lead: 53% of consumers use Google for local searches (45% directly, 8% via Safari). Google Maps is a standout, with 15% choosing it as their primary local search tool due to its relevant results.
- Maps Matter: Combined, Google Maps, Apple Maps, and Bing Maps account for 20% of default local search platforms, emphasizing the need for businesses to optimize for map listings.
- Social Media’s Rise: 14% of consumers turn to social media for local searches, a notable share given its recent emergence as a search tool.
2. Generational Preferences Shape Local Strategies
- Gen Z’s Social Lean: 26% of Gen Z uses social media for local searches—12% above the average. TikTok (10%) and Facebook (5%) rank among their top platforms, with the latter’s Gen Z-focused redesign possibly boosting its appeal.
- Gen Z on Maps: 18% of Gen Z defaults to Google Maps, 3% above the average, showing their reliance on visual, location-based tools.
- Millennials Love Maps: 21% of Millennials use Google Maps, and 5% choose Apple Maps, outpacing the general population. YouTube also ties as their third-most-used platform.
- Boomers Stick with Google: Boomers favor Google (above the 45% average) and Safari, with 4% using privacy-focused DuckDuckGo, indicating a security-conscious mindset.
- Gen X Aligns with Google: Gen X mirrors Boomers, leaning heavily on Google for local searches.
3. Why Consumers Choose Platforms
- Google’s Legacy: Google and Safari users often stick with these platforms out of habit, tied to device defaults.
- Maps for Relevance: Google Maps users value its ability to deliver precise, location-specific results, critical for local businesses.
- Social Media’s Appeal: For younger consumers, social platforms offer dynamic, community-driven insights into local businesses.
Actionable Steps for Arizona Businesses
To thrive in Arizona’s local market, businesses must align with these search trends:
- Dominate Google Maps: Optimize your Google Business Profile with accurate details, photos, and reviews, as 15% of consumers start with Google Maps and 20% use map platforms overall.
- Boost Local SEO: With 39% of searches having local intent, ensure your website and listings include location-specific keywords like “near me” or “in [city].”
- Target Gen Z on Social: Engage Gen Z through TikTok and Instagram with local content, as 26% use social media for searches. Monitor Facebook’s Gen Z traction for opportunities.
- Cater to Millennials: Prioritize map visibility and YouTube presence, as Millennials favor these for local discovery.
- Appeal to Boomers: Maintain a strong Google presence and highlight privacy measures, as 4% use DuckDuckGo.
- Ensure Consistency: Across platforms, keep contact info and hours updated, as 85% of consumers (from prior data) prioritize this.
Conclusion
Arizona businesses can capture local consumers by focusing on Google Maps, local SEO, and social media, while tailoring strategies to generational preferences. By ensuring visibility where customers search—especially on maps and platforms like TikTok—businesses can turn searches into foot traffic. Connect with the Arizona Business Collective to refine your local marketing approach. Adapted from a U.S. consumer survey for the Arizona Business Collective.
Author: Lizzy McNett
Our expert team delivers tailored online strategies, like SEO and social media, alongside impactful offline campaigns, such as events and print ads, to connect with your audience across every channel.
