According to data from comScore, overall smartphone audience size in March 2015 for restaurant and city guides has grown nearly 30% compared to March 2014. While the growth rate varied by venue, the overall trend among these local search sites parallels what we saw earlier this year: consumers are using mobile devices more than PCs to find local/offline information.

The growth in smartphone audiences doesn’t change the importance of showing up in search results or the power of paid search ads, but it does impact the choice of where to spend in relation to paid opportunities. With consumers using mobile devices over PC to find local information at about a 60/40 split, restaurants that haven’t already, should consider moving ad dollars into mobile search ads in order to stay in front of this growing audience.