This MediaShift article is long and explores a range of issues related to the infiltration of Google and Wikipedia into daily life. It discusses many areas. In particular, however, it nails the process and paradox of local search (including mobile) — and the very mixed blessings of so much information:
Daily Tasks Then
I still can — though barely — remember a time when I used the Yellow Pages for finding businesses to patronize for everyday activities. A good example is finding a pizza place that delivers to my home. In the old days, I’d open up the big yellow book, look under pizza, and simply find the location closest to me. Then I’d pick up the phone, manually dial the number and place my order.Daily Tasks Now
Now, the more “convenient” way is actually a lot more involved, with a 5-step process that includes hints of paranoia. Of course, the new way usually leads to a higher quality experience.Here’s the way it normally plays out:
1. Pick up my smartphone.
2. Use Google Local Search to find the closest pizzeria that delivers. Look at the star rating (if applicable) and narrow the selection down to pizzerias that have received at least 4 stars from users. Check to make sure the ratings are relevant, because if only a couple of users have rated, the score is probably not reliable.
3. Go to Yelp.com to quickly check the ratings. If I see a low star rating, the pizzeria is immediately eliminated from the running. If it’s borderline, read a few reviews to see if they sound believable and if I can give the pizzeria the benefit of the doubt.
4. From the Yelp.com mobile page, click on the phone number and automatically call to place my order.
5. If I’m feeling especially paranoid, I might check CleanScores to see if the place I’m ordering from has scored well on health inspections.
This scenario is repeated time and time again in a variety of everyday situations. Before, if I needed a dentist, I’d ask my friends for recommendations. Now I rely on the collective intelligence in Google search results, directory sites (where even dentists become stars) and blog posts.
Isn’t this the way it is for most of you now too?
January 29, 2008 at 5:24 am |
I am guessing not. Are we really changing human behavior – or simply the way we get the phone number. We track all leads (including phone calls, web forms, and coupons) and have seen that 80% of all leads come from phone calls – usually originating from web visits with short “lengths of stay” – Meaning that people simply use the web to search for what they want – then pick up the phone and call.. With TIME as the number one limited resource, I am guessing that the recommended 5 step research program – is not for everyone.
January 29, 2008 at 4:27 pm |
Agree with the use of the Web and phone. That’s been validated by several studies.
Maybe most people aren’t willing to endure the convoluted process described, but I do think that for power users the behavior above is common. Many of those phone leads are likely driven by people who’ve got a “name in mind” and are simply trying to get contact details. Hence the short stay.