Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases
Yelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.
It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.
Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.
Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.
In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.
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