Yellow Pages vs. Internet / Online Marketing

A research study completed by TMP Directional Marketing called “Local Search Usage Study” was conducted by comScore in July 2010. The study was based on data from 4,000 online surveys, and the observed behaviors of one million consumers who agreed to have their online searches tracked anonymously.

The data in this study outlines the importance for business owners to develop a “multi-channel” marketing strategy for reaching consumers.

The study shows that the internet is the primary source for consumers looking for businesses who provide goods and services.  Online media dominates, as 70 percent of respondents indicated that search engines, online Yellow Pages or social networks are their primary sources of local-business information. While usage of print media continues to decline, Yellow Pages directories are considered to be secondary sources.

Below are the Highlights of the Study…

Search Engines

61% use a search engine to find information on a local business at least once a week; 12 percent daily

Local-Search Sites (Directories)

49% use online local search directories at least once a week

6% use online local search directories daily

Facebook & Social Media Networks

93% use Facebook for finding local-business details

69% are more likely to use a local business if it has information available on a social network

56% of consumers most frequently find local-business information on a company’s business page

55% find local-business information based on recommendations from connections

79% of consumers are more likely to use a local business if a connection recommends it

81% believe that it is important for local businesses to respond to questions and complaints on social sites

78% want special offers, promotions and information about events

66% think that company photos are important

Mobile Devices

39% of mobile searchers use their devices to find local-business information

70% of mobile users utilize their devices once a week or more (16 percent daily)

64% of social networkers use social sites at least once a week (29 percent daily)

36% of smart-phone owners conduct more than 50 percent of their local searches on their phones

Mobile users most often search for restaurant information and maps