According to Thrive Analytics’ 2017 Canadian Local Search Report, mobile search is becoming the methods of choice when Canadians are seeking information on local products and services (via PRNewswire). The report highlights that 8 out of 10 Canadians own a smartphone, and nearly three quarters use them to search for information on local products and service.
“The rapid increase in mobile and smartphone usage in Canada has changed the way media is consumed,” said Jason Peaslee, managing partner of Thrive Analytics. He added that marketers and advertisers need to take a “mobile first” strategy to ensure they are reaching the right target markets.
The bi-annual study of more than 2,100 Canadians also revealed that 57% of mobile searches start in the home and continue in-store. Top mobile apps used in-store include general search apps, social media apps, coupon/deal apps and online shopping apps.
Over half of Canadians (52 percent) age 18-34 have used voice search (i.e. Apple’s Siri, Google’s Google Now, etc.) to find information. Fifty-three percent of that age group uses voice search at least weekly. Top usage areas include looking up general information (62 percent), finding directions to a location (47 percent), finding weather information (44 percent), opening other apps (24 percent), finding nearby events (23 percent), and finding deals for local products or services (19 percent).
Thrive Analytics’ report is a comprehensive bi-annual study conducted on Canadian consumers 18 years of age and older, that provides a view of how consumers are searching for local products and services.