Internet Retailer: comScore launches local search measurement service

Internet research firm comScore added a local search component to its qSearch product that reports on changing search use patterns among 25 monitored search engines. comScore determines whether a search is "local" by keying off of added search terms, such as zip codes and location names. Using this highly approximate methodology, the company reports that 22 percent of net users use local search and that about 7 percent of all searches are localized.