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Proportions of direct and discovery searches per Google My Business 2018

Based on a study conducted from 2017 to 2018 of Google My Business listings across various industries, 84 percent of customer searches for businesses are discovery, while 16 percent are direct. A discovery search refers to a listing appearing after a customer searches for a product offered by that business, whereas a direct search refers to a customer directly searching for the business name or address.

Distribution of direct and discovery searches per Google My Business (GMB) listing as of December 2018

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Release date

July 2019



Survey time period

September 2017 to December 2018

Number of respondents

45,264 respondents

Supplementary notes

The study is based on results from data for 45,264 local businesses across 36 industries in the United States, Canada, Australia, and the United Kingdom. This included 32,843 businesses in the US, 2,913 in Canada, 3,857 in Australia, and 5,651 in the UK.

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Statistics on "Online search usage"

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