Key stat: Google Maps reached 153.0 million US unique visitors in July, more than 2.5 times Apple Maps' 60.7 million, according to a September report from Comscore.

Beyond the chart:

• Consumers report the same gap. Three-quarters of US consumers frequently turn to Google Maps for business info, compared with 31% for Apple Maps, according to Rio SEO.
• That attention turns into sales, too. 20% of local searches start on Maps, and Maps searches convert at nearly twice the rate of traditional searches, 41% vs. 22%, according to Jasmine Business Directory.

Use this chart: Drop this chart into your local search budget review to show why Google Business Profile deserves first dollars. With Apple Maps ads rolling out, point to its 60.7 million visitors to make the case for a test in retail and hospitality. Show it to teams treating listings as an afterthought.

Related EMARKETER reports:

• Path to Purchase 2026 (EMARKETER subscription required)
• US Search Ad Spending Benchmarks: Q3 2026 (EMARKETER subscription required)