The data above looks at searches conducted in the past week. As has long been the case, restaurants were the most researched local category. Search engines were the leading media source used. However the chart reflects that search by itself is not enough. Multiple media are used by consumers and that the appropriate media mix will vary by category.
LSA consumer data from previous surveys indicate that on average consumers use more than seven media sources to help them make purchase decisions. All this suggests that category specific marketing mixes are required as well as lots of testing and refinement. If it was ever the case, there no longer is a “generic” digital marketing plan — though SEO and SEM are probably “must-haves” for most categories and marketers.