March 2, 2004, 12:00 AM

comScore launches local search measurement service

ComScore’s new qSearch Local service will report localized use of search across 25 search engines, just as it does now for national use of the engines. 7% of web search is localized, comScore reports.

ComScore Networks Inc., which monitors and measures Internet use, has launched a service that will help marketers drill down to the local use of search engines. ComScore’s new qSearch Local service will report localized use of search across 25 search engines, just as it does now for national use of the engines.

By categorizing and analyzing search activity that includes local modifiers, such as city and state names, ZIP codes, phone numbers or the words "map" and "directions," comScore`s qSearch Local estimates the number, type and search engine of origin of local searches conducted by U.S. Internet users.

Already, comScore reports, 22% of Internet users conduct local searches, with 7% of all web search localized. In one month, 36 million U.S. Internet users conduct more than 200 million searches that included local modifiers, comScore says.

"An increasing portion of the $14-plus billion in U.S. yellow pages spending is moving online, offering huge upside to Internet yellow pages providers and web search engines alike. Local search is at the epicenter of this transition, in terms of product development, revenue growth and competition," says James Lamberti, vice president of comScore Networks. "QSearch Local supplies search providers and industry analysts with the industry`s first objective, accurate and comprehensive understanding of competitive local search dynamics."

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