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Understanding the Use of Hyperlocal Content Through Consumer Search

This report collates the findings of research we commissioned to better understand how audiences use search engines to find hyperlocal content.

This report collates the findings of research we commissioned to better understand how audiences use search engines to find hyperlocal content.

Key findings

  • Independently-owned, online native hyperlocal services have the potential to be leading destinations for news and information about their local area
  • The 35-49 age group are making larger numbers of searches about local news and information than other age groups
  • Appropriate search engine optimisation with appropriate keywords is critical
  • There are opportunities to place certain types of hyperlocal content on national platforms

In early 2013 we commissioned some research from Mavens of London to better understand how audiences use search engines to search for and access hyperlocal (very local) content. 

 

This builds on our existing consumer research into audience demand for hyperlocal media. Our consumer survey (carried out in January 2013) showed search engines are used to access hyperlocal content by 56 per cent of hyperlocal media users. 

 

This new piece of research gives greater clarity as to what lies behind the activity identified in the survey. The work also fits with our broader interest in applying new and innovative research methodologies, in particular those involving the use of large datasets, to understand demand for and supply of hyperlocal content.

 

The full report, prepared by Mavens, follows at the end of this research summary. 

 

Authors

Jon Kingsbury, Mark Pearson, Mavens of London

Authors

Jon Kingsbury

Jon Kingsbury

Jon Kingsbury

Director, Creative Economy Programmes

Jon led the inter-disciplinary team that designs, commissions and delivers multi-million pound innovation programmes that help the creative and digital economy.

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