While local searches commonly start with a search engine, it isn’t as large of a portion that some might expect. According to a recent report from YP, only 36% of consumers begin a local search with a search engine and the rest of consumers start on a fragmented array of choices.

According to the report, there wasn’t a “standard” path for these local searches. In regards to local search starting points, after search engines (36%) the next most common starting point was “visited specific sites on the subject” which only accounted for 15%.

Beyond these starting points, the study found that some consumers use more sites and sources; some use fewer. Across the board, however, smartphones were heavily used. Yet they weren’t dominant; respondents also used a full array of screens and devices (tablets, laptops, desktop PCs) in conducting local lookups.

The takeaway here is consumers “zigzag” between media outlets when searching for a local business. The study suggests that businesses must be present on and optimized for a variety of different outlets in order to capture the attention of a fragmented consumer base.

The data comes from a recent YP/IDC report titled, “Local Search Unleashing Opportunities for National Advertisers” which surveyed 750 US adults (18 to 44). To access the graphic above, click here.