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Data: Who’s Searching This Week and for What Kind of Business?

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Based on over 8,000 consumer respondents, LSA recently released an infographic highlighting the top 142 business categories that consumers searched for in the past week.  The graphic above rolls up that more specific data into broader categories, offering some interesting insights.

Lifestyle is by far the most sought after vertical with 46% of respondents saying they have searched for businesses in this category in the past week. This makes sense given that the category is made up of businesses that consumers visit with regularity, such as restaurants, florists and retailers.

The next question is who conducts these searches? While demographic data needs to be approached with a discerning eye, because blanket statements about people can be shortsighted, the same data identify some audience trends worth noting.

Here are some insights from the top three most searched for categories in the past week:

Lifestyle

  • Definition: Products and services that impact lifestyle quality such as real estate, restaurants, furniture, florists, etc.
  • Demographics: More likely to be female, 18-54, use laptop or tablet or mobile phone or smartphone to access internet, use fitness wearable tech.

Emergency Repair

  • Definition: Home and auto-emergency related services such as body shops, plumbers, HVAC, roofing, etc.
  • Demographics: More likely to be male, 35-64, use desktop to access internet, use other wearable tech.

Healthcare

  • Definition: Health, retirement living or pet care services such as hospitals, physicians, dentists, veterinarians, etc.
  • Demographics: More likely to be female, 18-54, use laptop or mobile phone or smartphone to access internet, use fitness wearable tech.

The study has much more detail around the demographic attributes for each of the categories, offering more insight into these different consumer audiences. Armed with a knowledge of who is searching for a specific type of business and where they are searching, marketers can develop client search strategies that reach the people who are interested and likely closer to a purchase.

If you’re interested in this data or want to learn more about the research LSA offers, email us today.

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