Locals Only: Is an Online vs. Offline Local Search All That Different?

This post has some interesting results of local search using online and offline (print) methods.

Basics are that there are subtle differences between the two, and "The type of local search consumers use depends on their degree of need." Along those lines, "nuances such as short-term vs. long-term need and product vs. service-oriented searches do exist and businesses should consider the type of local searches their consumers conduct when determining their advertising spend."

I think the lesson for us is that online is not the same as offline, online is not the same as mobile.