2.57 times more purchases (2 studies)

Who do you think converts into customers better:
1. People who search for local results.
2. People who search for global results.

In 2014 Google ran 2 studies (download the PDF) in order find this out.

Here are the results:
Local searches led to 2.57 times more purchases than non-local searches.

Source: think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf