This week we focus on the foundation for all local searches: location.  From a consumer’s willingness to share his or her current location with companies to searching on a map, location is the foundation of what makes a search local.

Studies show location-based searches make up a significant piece of the entire search pie.  Based on data from a May 2013 comScore study, about 2.7 billion Google search queries in the US carried a local intent.

Here are some compelling stats that show how location impacts the local advertising space:

• 20% of searches on Google are related to location. (Google)
• 74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location. (Pew)
• Google Maps is the dominant app used for local-mobile search. (comScore, Neustar/Localeze and 15 Miles)
• 61% of consumers permit mobile apps to access their “current location” at least some of the time. (YP)
• 47% of consumers said they are willing to share location to receive relevant offers or discount coupons. (mBlox/Millward Brown)

Be sure to check back next week for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!