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!!!