Where Consumers Search for Local Businesses: Channels, Mobile, and AI

Most Local Searches Begin on a Phone

BrightLocal surveyed 1,227 US consumers who had searched for a local business online in the previous three months. The findings make one thing clear at the outset: the customer journey almost always starts on a mobile device.

For 73% of respondents, their most recent local business search began on a mobile phone. Computers accounted for 19% of starting points, and tablets for 8%. Mobile’s lead holds across age groups, though older consumers are more likely to use computers or tablets than younger ones.

• 18 to 29: 71% mobile, 19% computer, 9% tablet
• 30 to 44: 86% mobile, 12% computer, 3% tablet
• 45 to 60: 77% mobile, 15% computer, 8% tablet
• Over 60: 57% mobile, 33% computer, 11% tablet

The practical consequence is direct: if a business’s website loads slowly on a phone, hides contact details, or displays images that are difficult to read, it risks losing the customer at the moment of intent.

Google Is Still the First Stop

Despite the conversation around AI tools and alternative platforms, Google remains the dominant starting point for local searches. According to the survey, 52% of consumers began their most recent local business search on Google Search, and another 9% started on Google Maps. Across the entire search journey, not just the opening step, 71% used Google Search at some point.

That leaves 39% of searches beginning elsewhere, including social media, AI tools, review sites, and Apple Maps. No single alternative channel commands a large share on its own, but together they account for a meaningful slice of where local discovery happens.

One Channel Is Rarely the Whole Story

Starting on Google does not mean staying on Google. Three quarters of consumers (75%) used more than one channel during their most recent local business search. Decision windows are short, often under 30 minutes, but the path to a decision is not simple.

Looking at channel use across the entire journey, social media appeared in 30% of searches, AI tools in 23%, and review sites in 19%. These channels may not be where most journeys start, but they contribute to building the confidence a consumer needs before reaching out.

The flow also runs in reverse. Around two in five consumers who began their search on social media, AI tools, voice search, review sites, or Apple Maps returned to Google at some point to verify what they had found.

AI Is Tested, but Not Yet Trusted

AI is now part of the local search mix. During their most recent search, 23% of consumers used AI tools, and 31% said they use AI for local business recommendations at least monthly. Only 19% said they would not consider using AI to find a local business.

BrightLocal’s separate Local Consumer Review Survey reported that 45% of consumers used AI tools for local business recommendations in the last year, a sharp rise from 6% the prior year. With AI features being integrated directly into Google Search, the boundary between “using AI” and “using Google” continues to narrow.

Usage does not equal trust. Of consumers already using AI for local searches, only 18% felt ready to contact the business the AI recommended. The rest went on to verify details through Google or other channels.

The pattern is sharper among those who started their search on an AI tool:

• 2% used AI as their only channel
• 43% went on to check Google
• 39% checked social media

By comparison, 33% of consumers who started on Google Search stopped there, satisfied with what they found. AI appears to function as a shortlisting tool rather than a deciding one. Businesses that get chosen are the ones whose details hold up under verification across channels.

What This Means for Local Businesses

• Claim and optimize a Google Business Profile to appear in local search results.
• Make sure the website works on mobile, with fast load times and contact details that are easy to find.
• When tracking local rankings, monitor both mobile and desktop positions, as they can differ significantly.
• Keep listings on social media, review sites, and other directories accurate and current, and consider whether a listings management tool can help.
• Pay attention to what AI tools say about the business and expect customers to verify those claims.

The data points to a clear sequence of priorities. Google is the foundation, mobile experience is the entry point, and accuracy across every channel is what converts a search into a contact. AI visibility is rising quickly, but it supplements the established channels rather than replacing them.