2025-04-30T00:25:12Z

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A recent study conducted by BrightLocal has revealed a significant shift in consumer behavior, indicating that map platforms like Google Maps, Apple Maps, and Bing Maps are becoming essential search engines for local businesses. As the landscape of online searching evolves, one in five consumers is now opting to search directly within these map applications rather than relying on traditional search engines.

The findings from BrightLocals Consumer Search Behavior study underscore that Google Maps, Apple Maps, and Bing Maps collectively account for a substantial 20% of all local searches. This statistic suggests that marketers may be overlooking a critical aspect of local search traffic that could enhance their outreach and overall marketing strategies.

The Rise of Map-First Search Behavior

Notably, the study reveals that 15% of consumers now use Google Maps as their go-to platform for local searches, making it the second most popular option after Google Search, which commands a leading 45% of local search traffic. The study states, Another significant finding is the prominence of Google Maps in local search. 15% of consumers said they would use Google Maps as their first port of call, meaning they are searching local termswhich could be brand or non-brand termsdirectly in Google Maps.

This shift in consumer behavior illustrates a growing preference for visual and location-based searches, particularly when individuals are making spontaneous decisions about where to shop or dine.

Generational Differences in Map Usage

Interestingly, the research indicates that the usage of map platforms varies significantly across different age demographics. For example, 18% of Gen Z consumers utilize Google Maps as their primary tool for local searches, which is three percentage points above the overall average. Meanwhile, 21% of Millennials favor Google Maps for their local search needs, while 5% of this group prefers Apple Maps.

This trend may point to younger generations' comfort and familiarity with mobile devices, as they are more inclined to use maps to discover local businesses and services.

What Consumers Look for in Map Results

The study further highlights what consumers prioritize when using map applications. An overwhelming 85% of respondents identified contact information and opening hours as important or very important. Within this group, 46% rated business contact details as very important. Additionally, nearly half of the surveyed consumers (49%) stated that they often or always plan their route to a business after conducting a search.

This data emphasizes that map-based searches can effectively convert casual browsers into actual customers. The report notes, Almost half of consumers (49%) said that they often or always go on to plan their travel route to the chosen business. This suggests two things: one, how quickly consumers seem to be making their decisions, and two, that consumers are conducting local business research with the aim of visiting in the very near future.

SEO Implications for Local Businesses

For SEO professionals and local marketers, these findings underscore the need for strategic action. It is crucial to prioritize optimizing business listings across various map platforms, not just Google. Ensuring the accuracy of your business informationincluding contact details and operating hoursacross all platforms is essential.

Additionally, local businesses should monitor the justifications that appear in map results, which are often derived from business information, customer reviews, and website content. Treating maps as a primary search channel is vital, rather than an afterthought.

BrightLocal emphasizes the importance of maintaining accurate business information: So, dont lose out to potential customers by not having a correct address, phone number, or email address listed on your platformsand be sure to check your opening hours are up to date.

Looking Ahead

As map platforms continue to evolve from basic navigation tools into dynamic search engines that can significantly drive sales and revenue, businesses must adapt accordingly. Ignoring the optimization of map listings could mean missing out on numerous motivated consumers ready to make a purchase.

In a fragmented search landscape, businesses that depend on local traffic must invest dedicated resources into enhancing their presence on map services, expanding their strategies beyond traditional local SEO.

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