TMP Releases Vertical LS Data

TMP put out a press release and some of the findings from its second local search study with comScore in October. There’s lots of great data and information in there about print YP possession/usage, relative LS market share, consumer behavior, offline conversions/calls and some stuff on mobile as well.

Now it’s making the data and analysis more broadly available. You have to register to get the data but you can do so here. I’ve seen the data but haven’t see the white paper TMP is publishing. But the data are well worth registering for.

Here’s my original post when the findings were first announced.

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Correction: What’s apparently being released here is a range of vertical findings that explore how consumers interact with and use different online resources differently for various categories of information, including Automotive Services, Banking  & Finance, Colleges & Universities, Dental, Employment Services, Home Improvement, Home Services, Hotels, Insurance, Moving & Storage and Pizza.

The October release cited above was more general data. From the press release out this am:

For example, search activity for Automotive Services is primarily conducted on IYP and Local Search Sites, while Banking & Finance needs are typically satisfied with general Search Engines. Additionally, the study demonstrated a higher than average amount of online searching on IYPs for Home Service needs.

Based on online observed behavior of more than 1 million consumers, the findings for specific vertical searches included:

Home Services (Plumbing, Carpet Cleaning, Pest Control, etc.)
•       53% searched IYPs
•       28% searched General Search
•       19% searched Local Search Sites

Moving & Storage
•       41% searched IYPs
•       36% searched General Search
•       23% searched Local Search Sites

Insurance
•       54% searched General Search
•       38% searched IYPs
•       8% searched Local Search Sites

The self-evident takeaway is that marketers need ads — or at least a presence — in multiple places. This is an argument for IYP and to some degree against general search marketing. The potential analogy here is: display is to search as search is to IYP.