Third-Party Apps for Local Search and Marketing

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Third-Party Apps for Local Search and Marketing

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Much of mobile's growth can be attributed to apps. In its 2015 Mobile Apps in the United States report, comScore reports that while time spent using mobile digital media has increased 49% since 2013, app usage has increased 90% over the past year. same period and accounted for 77% of all time spent on digital media. With all this time spent on apps, is there a way for local businesses to get in on the action? The problem is that the average smartphone user only visits about 25 apps per month – and 96% of time spent on smartphone apps happens in the user's top 10 apps. (Tablet users are even more numerous, spending 99% of their app time on their top 10 apps.) That doesn't leave much room for a small, local business to grab attention through its own app. The only exception might be businesses built on frequent habitual use, such as cafes or fitness centers. Popular apps like Facebook regularly get return visits thanks to constantly updated News Feed content that users are making a habit of checking out.

Starbucks increased the number of unique users Philippines WhatsApp Number List of its app by 100% between 2013 and 2015, according to comScore, and Dunkin Donuts, while attracting fewer visitors overall, increased usage by 456% during the same period. Never underestimate the power of users' strong daily coffee habits. Still, building a solo app probably isn't a good investment for your average local business. But there are ways for local businesses to gain exposure on third-party apps. ComScore ranked the top 25 apps by unique visitors, as shown in the table below. While a large nationwide user base for these third-party apps might not seem relevant to a local business that is only trying to appeal to a small segment of the market, wide usage means there's a higher chance that the Local business audience uses the app and therefore can help provide exposure for the store or business. Below, I look at seven ways small businesses can leverage third-party apps to help direct search results and customers to their stores.

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Same batting time, same batting channel for Google Although Google Search is not the 1 app used by unique visitors, it remains the dominant app used to search for information (and is still ranked overall). YouTube, also owned by Google, is the second most used app and plays a function in search. There appears to be no difference in search results between mobile search on Google's mobile site and Google's search app, although some of the three sets of local search results that appear at the top vary. It just underscores the importance of making sure you claim your business on Google My Business and keep your business profile up to date. This includes business name, location, contact details, description, photos and hours of operation. It may sound basic, but maintaining an accurate and up-to-date profile is too important not to point out, and the impact is cross-media and cross-platform on Google, including search, maps, Google+, desktop, Mobile web and mobile apps. Per comScore, the Facebook app is installed on more than 70% of mobile devices of all smartphone users. It monopolizes time spent on apps, with almost 50% of its users spending more time on Facebook than any other app - and it's in the top three apps (in terms of time spent) for 80% of its users.
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