Local search
Local search is usually described as a Google problem. The 2026 survey data says something more specific: Google is still where most searches begin, but barely half, and almost nobody uses only one channel.
Where these numbers come from
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
BrightLocal, Local Consumer Review Survey 2026 — 1,002 US adults, United States. Published 11 February 2026. Checked against the original on 10 November 2026.
Every figure on this page was read from the study itself, not from another article quoting it. Nothing is rounded or reworded.
Google Search is first, but a large minority of searches start elsewhere.
52% of consumers started their most recent local business search on Google Search, and 71% used Google Search at some point during the search.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
52% of consumers started their most recent local business search on Google Search, and 71% used Google Search at some point during the search. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-start-google
39% of local business searches started somewhere other than Google Search, with 9% on Google Maps and 9% on social media.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
39% of local business searches started somewhere other than Google Search, with 9% on Google Maps and 9% on social media. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-start-elsewhere
Apple Maps use for finding local businesses nearly doubled, from 14% to 27%.
BrightLocal, Local Consumer Review Survey 2026 — 1,002 US adults, United States. Published 11 February 2026. Checked against the original on 10 November 2026.
Apple Maps use for finding local businesses nearly doubled, from 14% to 27%. Source: BrightLocal, Local Consumer Review Survey 2026 (1,002 US adults, United States, 11 February 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-apple-maps
A single search touches several places before a decision, and where it starts changes how far it travels.
75% of consumers used more than one channel during their most recent local business search.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
75% of consumers used more than one channel during their most recent local business search. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-multi-channel
During a local business search, 30% of consumers also used social media, 23% AI tools and 19% review sites.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
During a local business search, 30% of consumers also used social media, 23% AI tools and 19% review sites. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-channels-during
33% of consumers who started on Google Search stopped there, against 2% of those who started on an AI tool.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
33% of consumers who started on Google Search stopped there, against 2% of those who started on an AI tool. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-google-stop-33
Mobile dominates every age group.
73% of local business searches started on a mobile phone, 19% on a computer and 8% on a tablet.
BrightLocal, Consumer Search Behavior 2026 — 1,227 US consumers who searched for a local business in the previous three months, United States. Published 9 July 2026. Checked against the original on 10 November 2026.
73% of local business searches started on a mobile phone, 19% on a computer and 8% on a tablet. Source: BrightLocal, Consumer Search Behavior 2026 (1,227 US consumers who searched for a local business in the previous three months, United States, 9 July 2026). Via Climbo: https://www.climbo.com/statistics/local-search-statistics#stat-start-mobile
Each figure lives on one page only. These cover the neighbouring questions.
AI search statisticshow far AI assistants have come as a starting point, and how much people trust them Online review statisticswhat consumers do once they have found the business52% of consumers started their most recent local business search on Google Search, and 71% used Google Search at some point during the search, according to BrightLocal's Consumer Search Behavior 2026 survey of 1,227 US consumers.
Yes, almost always. 75% used more than one channel during their most recent local business search, with 30% also using social media, 23% AI tools and 19% review sites. Source: BrightLocal, Consumer Search Behavior 2026.
73% of local business searches started on a mobile phone, against 19% on a computer and 8% on a tablet, according to BrightLocal's Consumer Search Behavior 2026. Mobile was the most used device in every age group.
It is losing share, not position. Google's share of the review sites consumers use fell from 83% to 71% in one year, and Apple Maps use nearly doubled from 14% to 27%, according to BrightLocal's Local Consumer Review Survey 2026. Google Search is still the single most used channel.
First published 10 November 2026. Every source on this page was last reopened and its figures confirmed on 10 November 2026. That date moves when a source is checked again, not when the page is rebuilt, and a figure is replaced only if the publishing organisation has changed it.
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