TMP Study Finds Shoppers Research Online, Buy Locally

Still Love Those Yellow Pages

NEW YORK--()--Local Searchers, people who seek products, services and information online for specific locations, are proving to be a big boon for shoppers and potentially for marketers. A large study the first of its kind from comScore Networks commissioned by TMP Directional Marketing, the leading local search and yellow pages marketing agency, reveals the following facts concerning consumer behavior and attitudes while searching:

  • 82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on- and offline information. Of these, 61% made purchases.
  • 33% of all consumers still consider print yellow pages as their primary source of local business info, and 90% feel its valuable because it gives more information such as accurate phone numbers.
  • Internet Yellow Page and local searchers are savvy and fairly affluent.
  • 90% of the 3000 online panelists still find print yellow pages a valuable resource.

"Offline local search, White Pages and Yellow Pages directory advertising is a $15 billion market and fairly static," said Stuart McKelvey, CEO of TMPDM. "Online local search is a $1 billion market and growing. The fact that two thirds of our online panel use online search as their primary source of local business information suggests that advertisers should consider the allocation of offline vs. online local search investments.

What does that tell us? The consumer is there and ahead of the advertisers, McKelvey added.

  • 60% of searchers online looking for local businesses think that the top results are most relevant. 25% dont want to have to scroll down.
  • Traditional advertising triggers branded online searches. Between 60-90% searches for heavily advertised categories such as pizza, insurance, banks and financial institutions were branded; 30-50% of keyword searches were general in nature for low branded categories including Auto Service and Home Services.

TMP Directional Marketing is a $500 million local search and yellow pages agency with 22 offices in the U.S. and Canada. Based in New York, its clients include 100 of Fortune 500 businesses, including many banks and financial institutions, insurance companies, home service companies, fast food chains, and moving and storage companies. Founded in 1967, TMP launched monster.com in 1995, then became an independent agency, TMPDM, in 2005. www.tmpdm.com.

Contacts

Churchill Communications
Mary Churchill, 646-415-8555
cell: 917-848-1701
mcchurchill@gmail.com

Contacts

Churchill Communications
Mary Churchill, 646-415-8555
cell: 917-848-1701
mcchurchill@gmail.com