Fully, 63 percent of U.S. Internet users, or about 109 million people, conducted a local search in July, ComScore Networks said. Google and Yahoo were neck and neck in market share, with 29.8 percent and 29.2 percent, respectively.
A distant third was Microsoft sites, including MSN, with 12.3 percent of the market, followed by the Time Warner Network, 7.1 percent; and Verizon Communications 6.6 percent.
About four in 10 people using local search were looking for something in their home area, as opposed to a place they planned to visit, ComScore said. Among those searching near the home, 59 percent were looking for a restaurant or something else entertainment related, such as a theater or theme park. Another 52 percent were searching specifically for a business phone number or address.
People using local search were also likely to take action, ComScore said. In the second quarter, 41 percent of local searchers contacted a merchant offline, and 37 percent made contact online.
In total, U.S. online consumers conducted 849 million local searches in July, the firm said.