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More People Go Mobile for Local

Thursday, July 29, 2010

One trend that we’ve all been watching closely is mobile, and today we’re releasing new data from comScore that shows more people are turning to their mobile devices to access business information.

This is good news for Internet Yellow Pages because it essentially helps extend the reach of those resources for consumers, and helps advertisers access a desirable demographic – the ready-to-buy shopper.

comScore found that the number of mobile subscribers accessing business directories on a mobile phone increased 14 percent year-over-year to 17.3 million users in March 2010, extending the reach of Internet Yellow Pages beyond just the personal computer. This increase outpaces the10 percent growth in the number of mobile media users who browsed the mobile web, used applications or downloaded content during the same time period.

Additionally, the number of people accessing business directories on a mobile device at least once per week increased more than 16 percent year-over-year to nearly five million in March 2010.

Much of this growth is due to the rapid growth in smartphone users combined with the adoption of 3G technology, better search offerings, and higher advertiser engagement.

As I point out in a column on Search Engine Land this morning, this high growth illustrates that as more consumers use mobile devices to search and access content, they are continuing to rely on Yellow Pages’ convenient and reliable business listings to help them find local businesses on-the-go.

It’s also great news for advertisers. In addition to the benefits of advertising with IYPs to attract those searching for business information on their personal computers, local businesses are receiving added value in online listings being accessible to a growing number of mobile users.

Other interesting mobile-related data points from the study include:

  • The mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth.
  • Apps are hot, with 42 percent year-over-year growth in the number of mobile subscribers using apps to access business directories.
  • Mobile unlocks a desirable user for the advertise: 58% are 34 or younger; over half have a household income in excess of $75,000; and they are three and half times more likely as the average mobile media user to access women’s magazine content, health information, real estate listings, and job listings via their mobile devices.

IYP Local Search on Personal Computers

comScore also found that local searches on personal computers saw year-over-year growth.  Searches on IYPs and portal sites increased 4 percent to 444 million in March 2010, or 5.3 billion annually—indicating that more consumers are coming to rely on Yellow Pages when searching from their computer.

Additionally, the report showed that people access IYPs and local online sites in a number of ways:

  • Traffic to IYPs from web search sites increased three points from the first quarter of 2009 to the first quarter of 2010, to 44 percent of visits.
  • Direct traffic also increased over the same time period, up four points to 32 percent.
  • Referrals from affiliate sites (advertisements, e-mail marketing, and other partner sites) decreased six points to 25 percent.

comScore’s data illustrate how in today’s changing media environment, IYPs are attracting growing audiences online and via mobile—giving advertisers new opportunities to reach consumers wherever they are.

This is a testament to our industry’s strong emphasis on building our digital and mobile platforms this past year. Whether its rebranding our companies, creating new iPhone, iPad, and Google Android apps, or launching new IYP concepts like buzz.com, Yellow Pages companies are building on decades of experience to deliver the highest-quality directories for advertisers and consumers to connect.

July 29, 2010 | 4 Comments
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As the Heat Spikes, So Does Yellow Pages Usage

Thursday, July 15, 2010

It’s another brutally hot July, with record-breaking temperatures sweeping the country. And once again, consumers are turning to Yellow Pages for air-conditioning solutions so they can get some relief from the heat.

When it comes to a major buy like an air conditioning system, consumers rely on Yellow Pages to provide the trusted local business information they need to get started on their purchase. In fact, over the course of the year, more than 32 million references will be made to air conditioning contractors and systems in Yellow Pages directories—with the highest number of references occurring in July— according to the Local Media Tracking Study commissioned by YPA and conducted by Burke.

A review of the data also show that:

  • An air conditioning heading user spends $1,497 on average, significantly higher than the all-headings average of $440.
  • The average user seeking to purchase an A/C system looks at approximately 5.4 ads, higher than the all-heading average of  4.9 ads.
  • Because air conditioning equipment is an infrequent purchase, most consumers are in a search mode when shopping.  Fifty-six percent of Yellow Pages users either have no name or multiple names in mind when looking at the heading, providing an opportunity for advertisers to influence consumers’ decisions about where to purchase. Moreover, 70% of shoppers end up doing business with an establishment that they have never used before.

  • Data also show that hot weather is a larger driver than cool weather to Yellow Pages directories.

As this data indicates, consumers who reference air-conditioning contractors and systems through a Yellow Pages directory are likely to consider a larger number of businesses before making their purchase—and willing to spend a lot, too. That means that those local businesses who invest in advertising in this category have a higher likelihood of attracting the high-quality local leads they seek the most.

For more information, read our press release about air conditioning references.

July 15, 2010 | 1 Comment
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Google’s Android Jumps in Share; Smartphones Stay Hot

Friday, July 9, 2010

Over the past months, we’ve seen Yellow Pages companies launch apps for mobile devices for iPhone, Android and other wireless platforms that help local searchers find business information on the go.

It seems like much of the attention has been focused around the apps developed for iPhone and iPad.  But the buzz about Android continues to grow, suggesting that we can’t forget about other mobile operating systems.

Consider this new data from comScore I saw at fortune.com:  Android had some significant gains in market share between February and May of this year, moving from 9% to 13% of smartphone subscribers.  That’s the biggest jump of any platform – in fact, all the other mobile platforms (RIM, Apple, Microsoft, and Palm) lost some share during that some time period.

And according to the comScore numbers, mobile is hot all around.  By the end of May, 49.1 million people in the U.S. owned smartphones – that’s up 8.1% from the previous period.  Despite losing share to Google Android, most smartphone platforms continue to gain subscribers as the smartphone market overall continues to grow.

This growth presents plenty of opportunity to local search companies.  As we know, new features and hardware are constantly emerging that drive people to download the next great OS or purchase a new device.  We have to keep up with these trends, understand how consumers use mobile so that we continue to be the most trusted, most accurate, and most convenient source to find a local business when you need it.

July 9, 2010 | Leave a Comment
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Multiple Yellow Pages Performance Indicators Moved Up in 2009

Tuesday, June 29, 2010

Dr. Dennis Fromholzer, president of CRM Associates, has been following Yellow Pages usage for many years. He sent to me this week some thoughts that sum up recent data regarding print usage. Thanks to Dennis for sharing his expert opinion with us.

A number of businesses, bloggers, media commentators, and even public officials are accepting or propagating the myth that “no one uses the print Yellow Pages anymore.”  These statements typically are made based on personal experience or conversations with a few friends, and are largely made data-free.  The usage and call tracking data tell just the opposite story.   Data from multiple studies show that while print usage did drop in the past few years due to the recession, print directories are still widely used.  In fact, as the economy has started to recover, usage of Yellow Pages has started to increase – completely contrary to the popularly held myth.

This post provides a high-level summary of the multiple studies of the trends in usage and in call response to Yellow Pages ads.  The fact that multiple measures point to the same conclusion suggest that the result is real and not an aberration or artifact from a single study.

Several studies since the beginning of the year prove that Yellow Pages remain a vibrant, essential tool for consumers looking to find businesses.  In a nutshell:

  • Print usage Reach and Frequency increased throughout 2009 by about 15% (Burke 2010 YP Usage Study).
  • IYP usage Reach and Frequency increased throughout 2009 (Burke 2010 YP Usage Study).
  • Total calls to Yellow Pages increased for both print and IYP in 2009 (CRM Associates 2010).
  • Calls per advertiser increased in 2009 for print display, space, and trade ads and for IYP ads (CRM Associations 2010 Metered Ad Study)
  • Calls either grew or were stable for 72% of top headings in 2009 compared with 82% of headings that showed a negative trend in 2008. (CRM Associates’ 2010 Metered Ad Study)
  • Compared with 10 years ago, 43% of the top 660 headings received at least as many references from print as 10 years ago; 33% (one third) of the headings received 20% or more print references than 10 years ago. (Knowledge Networks/SRI, CRM Associates)

The growth in usage of hundreds of headings clearly contradicts the suggestion that “there is a systematic migration of usage away from the print directories,” or that the Yellow Pages medium is “dying,” or that “no one uses the Yellow Pages anymore.”  Rather, the fact that so many headings have experienced increased usage shows that the medium remains vibrant and relevant to today’s shoppers.

June 29, 2010 | 1 Comment
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Golf Drives Yellow Pages Searches in June

Tuesday, June 15, 2010

In June, some of the most popular Yellow Pages headings have to do with a favorite pastime – golf. Golf enthusiasts across the country look to our directories for golf-related searches, more specifically “public courses” and “golf equipment,” before making a purchase.

A review of the data show that:

  • Of those who purchased golf equipment after their search, 73% were new customers to where the purchase was made
  • 30% of customers who make a purchase at a public golf course after referencing Yellow Pages directories are new to the point of purchase
  • With an average sales return on investment for local display ads of between 2-to-1 and 4-to-1, public course and equipment shop owners turn to Yellow Pages to help generate qualified sales leads that can lead to long-term relationships
  • Nearly three-quarters of users indicated they were looking for local golf equipment and supplies businesses vs. chain stores

As this data indicates, popular pastimes such as golf continue to generate significant business leads for our clients.

For more information, read our press release about the golf headings.

June 15, 2010 | Leave a Comment
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Seasonal Spikes in Catering Searches

Tuesday, May 25, 2010

Each month, we highlight Yellow Pages headings that are most popular with consumers during particular times of the year. While some headings references stay relatively stable year-round (i.e. “veterinarians”), others like “caterers” experience seasonal spikes around major events like holidays, wedding season and graduations. One thing I find particularly interesting about catering advertising is the amount of consumer research that goes into finding the right caterer – and the ability of Yellow Pages to aid consumers in their search and ultimately drive business sales:

  • Prior to opening the Yellow Pages, nearly three quarters of users (72%) have a decision to make, meaning they do not have any particular business in mind, or are deciding between two or more places.
  • Nearly three quarters of consumers looking for caterers look at one or more ads and among those looking at ads, the average is 5.7 ads referenced (both values are notably higher than the all-headings average)
  • 60% of purchases made under this heading are made by customers new to the business (compared to 43% for the average heading)

Yellow Pages is a helpful tool for those who want to research what local caterers have to offer before committing to a specific business for their next big event. The catering heading receives more than 22 million references in print and Internet Yellow Pages each year.

Depending on the industry and business, different Yellow Pages platforms and offerings may work better than others to attract new business customers. That’s why it’s important to work with a Yellow Pages sales representatives on the best portfolio for your business.

For more information, read our press release about the Yellow Pages “caterers” heading.

May 25, 2010 | 1 Comment
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Protecting California’s Local Businesses

Thursday, May 13, 2010

On Monday, May 17, the California Senate Appropriations Committee will consider a new bill designed to regulate the delivery of print directories in the Sunshine State, including Yellow Pages directories.

Currently, thousands of California businesses advertise in the Yellow Pages, generating a high level of new business leads and revenue across numerous industries from ready-to-buy consumers.

It’s clear that any effort to limit local businesses from reaching consumers not only hurts businesses, but negatively impacts the state economy. In times like these, we can’t afford to place an undue burden on local business owners trying to make ends meet.

These days, Californians  access local business information in a variety of new ways, including  online directories and mobile apps. But studies from both Burke and Simmons show that 70% of Californians continue to use print Yellow Pages to find neighborhood businesses.

Over the years, our industry has made concerted efforts to design consumer choice programs that let consumers manage their Yellow Pages experience, as well as introduced a variety of environmental initiatives that further limit our impact on the environment.

Last year, the Yellow Pages Association launched www.yellowpagesoptout.com, a one-stop destination for consumers across the country to reduce or stop directory delivery.

And through advancements in paper production, it is no longer necessary to use new trees to make directory paper. In fact, most publishers now use a mix of recycled directories and leftover woodchips from the lumber industry to create Yellow Pages paper. Read more about our sustainability programs.

Additionally, Yellow Pages companies are proud members of the California economy, employing thousands of local residents and paying local and state taxes.

We hope the California state legislature will take into account the value our industry brings to the State when considering this bill and the negative impact its passage will have on local businesses and publishers. In short, we believe the bill is unnecessary in light of industry programs that are in place, working well and getting better.

So far, a number of key constituents in the State are standing up against the bill, including small and large business publishers, LGBT and minority publishers, advertising agencies, and local and regional suppliers.

To let your voice be heard, contact any member of the California Senate Appropriations Committee by clicking here.

May 13, 2010 | 2 Comments
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YPA Data is eMarketer Stat of the Day

Monday, April 26, 2010

eMarketer, a leading digital research and trend analysis company, featured data from our Local Media Tracking Study yesterday in its popular e-newsletter and on its website.

The story, entitled “Finding Consumers Who are Ready To Buy,” discussed our research, conducted by Burke, which found that eight out of ten print and Internet Yellow Pages searches in 2009 were conducted by people who said they were ready to buy. The article also talked about additional data which found that two-third of respondents said print and Internet Yellow Pages were more trustworthy and accurate than search engines for finding local business information.

We’re excited to see that eMarketer published another statistic from our research as their Facebook “Stat of the Day” on Friday. It’s nice to see that the online community is taking note of our data and the continued role that Yellow Pages platforms provide in generating leads in our rapidly changing media environment.

April 26, 2010 | Leave a Comment
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The How and Why of Yellow Pages Association Research

Thursday, March 25, 2010

Yesterday we released new data from Burke that showed  both strong reach and trust for Yellow Pages products.  I thought today I’d explain a little bit more about how and why we collect these data.

YPA has conducted research to understand consumer use of our products for years.  We make these data available to our members who use it as competitive intelligence, and we release it to analysts and media to help them understand our role in local search and generating leads for local businesses.

About two years ago, we realized we needed to reinvent our data collection process.  Our previous usage study had become antiquated – it only polled consumers via land line telephone interviews and it did not measure the reach of other sources of local business information.

Those two deficiencies were critical.  Internet and cell phones have made land line-only surveys unreliable since many in certain demographics no longer use land lines.  And as media fragmented, consumers started searching for local information by consulting multiple sources.  Add that Yellow Pages companies now partner with search engines, offer SEO/SEM services, and even provide direct mail, and it’s easy to see we needed a much broader perspective on media used for local search.

So we commissioned the research firm Burke to create a completely new survey.  And thus, our new Local Media Tracking Study was created.

Methodology

We wanted the sample to represent the overall population.  Here’s how we achieved a fair representation of American consumers:

  • Multi-mode data collection with 80% online and 20% telephone participants.
  • A balanced-screening method to ensure the survey sample is in proportion to the actual U.S. adult population – including age and geography (urban, suburban, and rural).
  • Interviewing spread across all days of the week and all weeks of the year.
  • The survey took about 20 minutes, on average, to complete.
  • Interviews were conducted in both English and Spanish.
  • Goal was to collect 8,000 interviews over a 12-month period.  For the 2009 analysis, we actually conducted 8,062 interviews.

The Questionnaire

The questionnaire was designed to measure a number of key areas including reach, annual references, and perceptions – data points that we released yesterday.

For reach, the question asked was:  “We would like to know when, if ever, you last used some potential sources to look up information to find a business, or to shop or look for a product or service in your local area. Please include your use at home, at work, or elsewhere.”  Then we listed a number of options including print Yellow Pages, Internet Yellow Pages, search engines, magazines, newspapers, etc. in a random order, so as not to highlight any one option.

To understand perceptions about the Yellow Pages and search engines, the interviewer read a series of statements.  The instructions were as follows:  “For each of the statements, please indicate which one of the following media is described best by the statement:  Is the source I trust the most for finding local business information; Is the most accurate source for finding local business information.”

To calculate annual print references, Burke uses a formula that estimates the percent of use against the total U.S. adult population.

Future of the Local Media Tracking Study

In addition to the 2009 reach and trust data, we collected other information from consumers that we plan to release soon, including brand awareness at the time of search and post-search actions for Yellow Pages products.

We’re also continuing to collect data in 2010, which means we’ll have a new set of data points next year.  What’s most exciting about that is we can trend the year over year data, so we’ll see how print Yellow Pages and Internet Yellow Pages are doing compared to the wider local search universe.

I am extremely pleased with the first Local Media Tracking study.  I believe it achieves the objectives we set out to accomplish, providing YPA members and observers with thought-provoking data based on the most acceptable research methodology we’ve ever used.

March 25, 2010 | Leave a Comment
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