BrightLocal’s latest consumer survey, fielded to 1,227 US adults who had searched for a local business in the previous three months, found that 73% began their most recent local business search on a mobile phone. Google Search was the starting channel for 52% of respondents, and Google Maps added another 9%. AI tools now appear in 23% of these search journeys, but only 18% of consumers using AI felt ready to contact the business an AI tool recommended. For site owners, the practical question is which technical and on-page checks deserve priority when the entry device is a phone and the verification step often happens elsewhere.
What the numbers say about where local searches start
The headline finding is that mobile phones now function as the default starting point for local discovery. Across the survey, 73% of respondents reached for a phone first, while computers accounted for 19% and tablets 8%. That pattern holds across age groups, though it softens for older shoppers:
- 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
Because the starting device skews so strongly toward small screens, the first technical SEO checks should focus on how a site behaves there. Slow loading, hard-to-tap buttons, and contact information buried under a hero image directly hit the audience that arrives with the highest intent.
Google still anchors the journey, but it is not the only stop
Google remains the largest single channel for local search, with 52% starting on Google Search and another 9% on Google Maps. Including the full journey rather than just the first click, 71% of consumers used Google Search at some point. That leaves 39% of journeys beginning elsewhere: social media, AI tools, review sites, voice search, and Apple Maps, with no single alternative commanding a large share on its own.
Three quarters of respondents (75%) used more than one channel during their most recent search, and decision windows were often under 30 minutes. Across the entire journey, social media appeared in 30% of searches, AI tools in 23%, and review sites in 19%. The flow also runs in reverse: about two in five consumers who began on social media, AI tools, voice search, review sites, or Apple Maps returned to Google to verify what they found.
For an audit, that means ranking data drawn from a single channel or a single device understates how a business is actually discovered. Tracking both mobile and desktop positions is a starting point, but so is checking brand mentions on social platforms, review aggregators, and map services to see what a customer would encounter.
AI usage is rising fast, yet trust is low
AI is already part of the local search mix. During their most recent search, 23% of consumers used an AI tool, and 31% said they use AI for local business recommendations at least monthly. Only 19% said they would not consider AI for a local search at all. BrightLocal’s separate Local Consumer Review Survey reported that 45% of consumers used AI tools for local business recommendations in the past year, compared with 6% the prior year.
Usage does not translate into trust. Of consumers already using AI for local searches, only 18% felt ready to contact the business the AI recommended. Among those who began their search on an AI tool, the follow-on behaviour looked like this:
- 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. The pattern points to AI as a shortlisting tool rather than a deciding one, and the businesses that get chosen are the ones whose details hold up under verification on Google and social platforms.
Audit checklist for a mobile-first, multi-channel local presence
The data points to a sequence of checks a site owner can run, ordered by where the customer is most likely to encounter the business.
Confirm Google Business Profile signals
Since 52% of searches start on Google Search and 9% on Google Maps, the Google Business Profile is still the most influential single listing. Confirm that the business name, address, and phone number match what appears on the website, that hours are current, and that the primary category aligns with how the business describes itself. Check that the profile page renders cleanly on a mobile screen and that any photos load quickly.
Test the mobile entry point
With 73% of journeys starting on a phone, audit the homepage and any landing page a local customer might reach. Look for tap targets large enough for a thumb, readable font sizes without zooming, and contact details visible above the fold. Run a Core Web Vitals pass focused on Largest Contentful Paint and Cumulative Layout Shift on a throttled mobile connection, since slow loads and layout jumps are most visible on the device most users are on.
Compare mobile and desktop rankings
Mobile and desktop positions can differ for the same keyword, sometimes by several places. Track the priority local queries on both surfaces and note gaps. If mobile ranks are weaker, common causes include slower load times, intrusive interstitials, or content that is hidden on smaller viewports.
Verify listings on social, review, and map services
Social media appeared in 30% of search journeys, review sites in 19%, and Apple Maps sits among the alternative starting channels that 39% of consumers use at some point. Audit the business presence on each service that matters to its market and confirm the core information is consistent. Inconsistent addresses or phone numbers across directories create the kind of friction that pushes a customer to a competitor whose details agree.
Check what AI tools say about the business
Run a few prompt tests against the major AI assistants, asking for local recommendations in the categories the business serves. Note the descriptions, addresses, and attributes the tools return, since 43% of consumers who start on AI go on to verify that information on Google and 39% check social media. If AI tools return outdated hours, a wrong category, or no mention at all, that is the surface a business needs to fix before trust gaps widen further.
Watch the trust signals consumers verify against
Because verification is the conversion step, review count, star rating, and response history on Google and the major review platforms matter as much as the ranking position itself. Audit the volume and recency of reviews and confirm the business is responding, especially on the platforms consumers cross-check after an AI recommendation.
What to prioritize first
If audit time is limited, the data suggests a clear order. Start with the Google Business Profile, because Google still hosts the largest share of starting points and the largest share of verification clicks. Move next to mobile performance, since that is where the journey begins for the majority of consumers. Finish with listings consistency across social, review, and map services, and with a review of what AI assistants say, because those channels are growing fastest and are where verification gaps most often lose a customer.
Mobile is the entry point, Google is the anchor, and accuracy across every channel is what turns a search into a contact. AI visibility is climbing, but it currently supplements the established channels rather than replacing them, which keeps the audit priorities in roughly the same order they have held for the past several cycles.
FAQ
What percentage of local business searches start on mobile?
According to BrightLocal’s survey of 1,227 US consumers who searched for a local business in the previous three months, 73% began their most recent search on a mobile phone. Mobile led across every age group, reaching 86% among consumers aged 30 to 44.
How many consumers use AI to find local businesses?
During their most recent local search, 23% of respondents used AI tools, and 31% said they use AI for local business recommendations at least monthly. BrightLocal’s separate Local Consumer Review Survey found that 45% of consumers used AI for local recommendations in the past year, up from 6% the prior year.
Do consumers trust AI recommendations for local businesses?
Trust remains limited. Only 18% of consumers who used AI for local searches felt ready to contact the business the AI recommended. Among those who started on an AI tool, only 2% used it as their sole channel, while 43% went on to verify with Google and 39% checked social media.