Earlier this month I wrote about the migration of consumer habits and media dollars from the Yellow Pages to Search. I posted a Question on LinkedIn Q&A and even though it took a while, some great answers were provided. Here are some useful bytes that came in after my last post:
- From Mike Freedman at Local Directive:
- Over 60 percent of consumers search for a local business on the internet, and only 33 percent use the yellow pages. [Source TMP Directional, 2007]
- Almost 40% of local shoppers say that a presence on the internet – or lack of presence – will affect their decision about who they do business with. [Source: Web.com, 2007]
- In June, 2007, comScore Networks reported that 60% of local consumers now go online to search for local businesses, as opposed to 33% that go first to the printed yellow pages. That same comScore study indicated that 80% of the consumers that search online for a business, a product or a service make an offline purchase at a local store.
- From Paul Denhup at SearchRevenues.com:
It will get uglier for YP. Please find some useful links attached. YellowBook is trying to capture some of the Search Marketing momentum buy attempting to set up “New Media Specialists” nationally for selling search marketing ads on Google and Yahoo! to their existing clients. For more info read Local Ad Staffs Retool (Fox News). - From Amelia Kasse at MarketingBase:
Simba publishes several independent studies, including Yellow Pages Market Forecast 2008. Plunkett offers stats in its Advertising & Branding Industry Almanac 2008
It’s pretty clear that YP has some tough times ahead. While bad for them, it bodes well for search engines (maybe MSN Live still has a chance!), online marketers and tree huggers around the country.
Thanks for all for their input! Question and comments are welcome!!!
Although I do agree that Yellow pages is slowing, it is funny how the only information here is from people like Local directive who feed off of Yellow Page advertisers. Of course you will site #’s but it would be nice to see the facts. Here are some other facts. There are amny more of these from Kelsey, SIMBA and the Wall Sreet Journal. We all know the internet is growing and there is a large pie to share, but pleae stop being irresponsible by saying yellow pages is down to 30%. It is still the highest ROI by far over SEM and will be for a little while yet. Look below.
Feb 26, 2008 11:19 ETNew Research Shows Overall Yellow Pages Usage Growing — 17.2 Billion Searches in 2007
Yellow Pages — in Print and Online — Remains a Go-To Resource for Ready-to-Buy Consumers, Says Yellow Pages Association
BERKELEY HEIGHTS, NJ–(Marketwire – February 26, 2008) – The Yellow Pages Association™ (YPA™) today announced that industry research shows 2007 Yellow Pages usage grew to 17.2 billion searches in 2007, up from 16.7 billion in 2006.
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Graet post mate. Kepp them coming….