YPA selected comScore Networks for its exhaustive database analysis method, which evaluates actual behavior rather than relying on survey recollections or perceptions. Besides determining overall consumer Internet usage patterns, the study examines local search behavior in five top consumer search categories: financial services, health care, home services, automotive products and services, and restaurant dining. Among the results are the following key findings:
-- IYP offers a more efficient local search experience - In the five categories examined, Web search engines accounted for 66 percent of consumers searching for local information, while IYP sites accounted for 34 percent. However, consumers are able to find local information quicker using IYP. Local searchers who use IYP take an average of 4.6 clicks to find local results, while search engine users take 7.6 clicks on average.
-- IYP users spend more in specific categories - Local searchers who use IYP spend 4 to 22 percent more per buyer than local search engine users in the automotive, home and garden, health and beauty and general services categories. IYP users also spend 4 to 17 percent more per buyer for offline purchases in the drugstore, automotive, restaurants, and home and garden categories than do local search engine consumers.
-- IYP users comprise an attractive demographic profile for advertisers - IYP users are 71 percent more likely than the average Internet user to have an annual household income over $100,000 and are more likely to have a broadband connection.
"This study underscores the growing importance of Internet Yellow Pages as a player in the increasingly competitive local search market," said Neg Norton, president of the YPA. "Advertisers can leverage these results to reach more potential buyers in the stronger IYP purchase categories."
Norton presented the comScore research findings in a "Leveraging Local" panel discussion this morning at AD:TECH San Francisco.
About The Yellow Pages Association
Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the trade organization of a print and electronic media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce leading-edge electronic products and deliver Yellow Pages directories to 100 percent of U.S. homes with telephones - and who account for more than 90 percent of Yellow Pages revenue generated in the U.S. and Canada. Members include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in more than 20 countries.
Dennis M. Payne, president and CEO of SBC Yellow Pages, is the Board Chair. YPA board member companies include BellSouth, Dex Media, Inc., Verizon Information Services, Yellow Pages Group, DataNational/Volt Directory Systems, R.H. Donnelley, RR Donnelley, Wahlstrom Group, the Association of Directory Marketing and Marquette Group.
The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.
The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association.
About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestle, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz. For more information, please visit www.comscore.com.