ITL ResearchInside The Local

ITL Research · Local competitive intelligence

New York’s neighborhood markets, measured.

We map local business markets across New York City, area by area, and track the most active ones every week: who customers find when they search, who is gaining ground and how each market changes over time.

Explore the markets  How we measure

Tracked weeklyMarket profile
Illustration of New York City: the Manhattan skyline, bridges, a ferry and a neighborhood street with shops
18market areas across the five boroughs
12types of local business
23,349businesses profiled
8.4Mresidents in the areas we cover

Research

Method and research notes

Research note · South Brooklyn

The market is not as competitive as it looks

The big search in a trade has a few strong leaders. One level down, on one service in one neighborhood, the map is split among dozens of businesses, and many first places are held loosely. We measured how much.

Read the note
6 of 377small jeweler searches led by the top jewelry store business
1 in 7small jeweler searches led by a profile nobody has claimed
89different med spas first in at least one of 311 small searches
Research note · South Brooklyn

What links do for a business on the map

Many owners still pay for links from other websites. We compared links with distance and reviews in 2,622 map searches for dentists, med spas and jewelers. Links came out the weakest of the three.

Read the note
62–66%of pairs where the business placed higher is the closer one
53–57%where it has more reviews
47–54%where it has more linking sites; 50% would mean no connection

Market areas

Groups of ZIP codes that people think of as one part of the city

Manhattan

Brooklyn

Queens

Bronx

Staten Island

The book Found on the Map by ITL Research, a yellow paperback

Free book · ITL Research

Is your business found on the map?

A practical guide to the Google Business Profile for local business owners: the searches you miss, reviews, photos and the map.

Download free PDF · paperback on Amazon

Business types

Citywide totals, October 2026

926 in NYC

Med spas

1.1 per 10,000 residents
85% of independents online

3,658 in NYC

Jewelers

4.3 per 10,000 residents
71% of independents online

4,452 in NYC

Dentists

5.3 per 10,000 residents
80% of independents online

428 in NYC

Veterinarians

0.5 per 10,000 residents
90% of independents online

888 in NYC

Chiropractors

1.1 per 10,000 residents
80% of independents online

1,591 in NYC

Physical therapy

1.9 per 10,000 residents
73% of independents online

2,357 in NYC

Auto repair

2.8 per 10,000 residents
44% of independents online

3,893 in NYC

Hair salons

4.6 per 10,000 residents
65% of independents online

2,620 in NYC

Nail salons

3.1 per 10,000 residents
42% of independents online

271 in NYC

Pet grooming

0.3 per 10,000 residents
72% of independents online

451 in NYC

Immigration lawyers

0.5 per 10,000 residents
86% of independents online

1,814 in NYC

Gyms

2.1 per 10,000 residents
79% of independents online

How we work

Full method

Map the market

Every business of a type in every area, from open map data, with simple facts: chains and independents, own websites, social profiles, density per resident.

Search like customers

In tracked markets we run the searches customers run, from a grid of points about half a mile apart, every week, and record who appears in the top places on the map.

Keep the history

Week after week the snapshots build a record of who rose, who fell and what changed. That record is the part of local search nobody can rebuild after the fact.

Inside The Local Report

Your market, prepared for your business

A monthly printed report for one business in a tracked market: where you stand in your zone, which rivals gained ground, the searches you win and lose, and what to do next. With a PDF copy.

$99 / month

6 or 12 months. A free sample report for your business first.

Ask for a free sample  How it works