Here are the top 50 US properties for May, according to comScore:
Let’s count the local or locally oriented sites and networks:
- Weather Channel
- Wal-Mart (offline buying)
- Target (offline buying)
- Bank of America (your call here because much of this is online banking)
- Hearst (partly because of newspapers)
- WorldNow (TV affiliate sites in local markets)
- Cox (mostly local)
By my count that’s just over 303 million uniques seeking local content or information. Obviously the traffic on these sites is overlapping. But I haven’t counted any local traffic on search engines and portals.
Then there’s this statement from Yahoo!’s Hilary Schneider:
Out of the 130 million monthly unique users of Yahoo last year, “116 million of them came to Yahoo with local intent.”
Then there are sites like Yelp (8 million) or Trula (5 million) or Local.com (6 million) and numerous others, including the 66 million uniques at newspaper sites (I don’t count the NY Times as local, although there’s local information there).
What we might call “The Local Internet” is thus driving huge volumes of traffic and offline purchases.