The big attraction to “local” comes from the fact that local websites hold more value because their site visitors make the vast majority household purchases within a few miles of their homes. The new study suggests the unique visitor-to-actual-people ratio is nearly 4 to 1. Audiences are being overstated, and some of those visitors aren’t even local.
Friday, March 4, 2011
Hyper-Local Also Can Mean Hyper-Small
A new study by Borrell Associates suggests that "visitor" traffic to hyper-local mobile sites could be over-reported by a factor of four-to-one, if one assumes that the purpose of such hyper-local advertising is to reach people actually in a local area.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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