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Study Shows Double-Digit Growth of Local Search in Online Portals and Internet Yellow Pages

BERKELEY HEIGHTS, N.J. July 19, 2011 January 2011

The State of Local Search study conducted by comScore, Inc., a leader in measuring the digital world, and released by the Local Search Association, looks at the online local search industry and explores local business search behaviors, highlighting usage trends and profiling searchers and their engagement with search options.

Brand Recognition Key Driver of Internet Yellow Pages Searches

In the survey, 58 percent of respondents who choose an IYP site first, like DexKnows, Superpages, Yellowbook and, do so due to brand recognition and reputation. Nearly a third (30 percent) indicated they chose an IYP site first because of its reputation for local business information.

Portal searchers were more likely to conduct local searches as part of broad information gathering, while primary IYP searchers reported conducting local searches to look for contact information with specific products or services in mind. Despite differences in usage frequency and site preference, over half of local business searchers choosing portal or IYP sites as primary local search sites, are highly satisfied and find success in their search experience.

Neg Norton

Apps Use for Mobile Search Skyrockets While Online Local Coupon Adoption Grows

January 2011

An analysis of core mobile usage behaviors showed local content dominating, as mobile subscribers increasingly turn to their mobile phones for information on maps, weather, traffic, retail and other local content.

App use for mobile local content grew 34 percent, with 56 percent of respondents using apps for local content.  Browsers lead in usage of local content with 73 percent, dropping from 75 percent last year.  Local content via SMS dropped to 25 percent from 30 percent.

Online daily deal offers and discounts have also emerged as an additional customer acquisition channel for local businesses. The comScore study found that primary IYP searchers were less likely to report purchasing online daily deal coupons for local businesses than business searchers on other sites (27 percent vs. 38 percent).

Gillian Heltai

"The market is changing so rapidly that small businesses need a trusted advisor to help them sort through the complexity," said Norton.  "This is particularly true with trends in the mobile space and daily deals.  Small- and medium-size businesses are still working to understand how to be effective and use these tools to their advantage."

State of Local Business Search Webinar

July 20th 2pm EDT

About the Local Search Association @LocalSearchAssn

About comScore

Doug McGraw

[email protected]

SOURCE Local Search Association

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