New comScore-TMP Local Data

TMP DM/15 Miles presented Wave 3 of its local search study (n=4,000) with comScore today at the SMX show. Here are the top line data from the slides:

Primary (“first”) source for local business information:

Picture 284

All sources used (vs. primary):

  • Search: 64%
  • Print YP or WP: 62%
  • IYP: 55%
  • Local search sites: 41%
  • Local newspaper or mag: 23%
  • DA: 17%
  • Other print: 11%
  • Cell and other segments (missed the data)

Usage frequency (note social networks see greatest frequency, followed by mobile):

Picture 285

Post search behavior. What did people do?

Picture 2

Detail from the above chart (most people from IYPs called the business for example):

Picture 283

Local search market share:

Picture 286

Note the growth of Google Maps. Also note the growth of YellowBook. The study doesn’t include other sites like Yelp. It also doesn’t take account of local searches conducted on the main sites of the search engines.

Takeaways:

  • The space is more fragmented than ever, many sources used
  • Print continues to erode as a “first choice”; IYP has grown somewhat
  • Social media and mobile are growing
  • Google Maps is now really dominant in local

Marketers need to understand consumer vertical category usage (IYP vs. search vs. local search) in order to target them properly.

Update: TMPDM/15 Miles put out the press release this morning.

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23 Responses to “New comScore-TMP Local Data”

  1. New comScore-TMP Local Data « New Successful Business Says:

    [...] Cell and other segments (missedSource: Screenwerk RSS Feed [...]

  2. Gary Campbell Says:

    Very interesting research – I would like to see similar research by Classification as defined in YP or IYP – to see the trends in highly used YP or IYP revenue catagories ie. Plumbing Contractors, Lawyers, Dentist, Heating & Air Conditioning, etc.

  3. Dave Hucker Says:

    I saw this when you posted it last night Greg, but wanted to digest it as I slept. :) Thanks for the preview. I’ll get the full deal on the Oct 21st webinar

  4. JFoerch Says:

    What I am having a hard time understanding is the takeaway portion Greg…. You show stats that clearly point out a significant drop in Superpages traffic and a smaller decline in Dex Knows and Yellowpages.com traffic. But what I am having a hard time understanding is how can that equate to an overall increase in IYP traffic? Would it be due to Yelp not being listed on these results and stats? Surely what Yelp has seen in the last year of an increase cannot outweigh the decrease of SP.com and YP.com right? Are there any other significant IYPs out there that I have not heard of that have experienced an increase in search volume besides Yelp? Of course…by that I mean sites that can actually help sway the statistics of the IYP yearly increase/decrease in user percentage? Thanks Greg!

  5. Greg Sterling Says:

    JFoerch:

    The “IYP” category as a whole measured must be broader than the individual IYPs represented in the top traffic sites. They defined IYP broadly and do consider Yelp to be a part of that although I’m not sure whether Yelp is formally included in the study.

  6. Greg Sterling Says:

    Gary:

    The data do exist by IYP category (at a broad level).

  7. David Mihm Says:

    Greg / JFoerch:

    I specifically remember Yelp showing a growth from 0% to 2% since 2007 in one of the slides that Gregg Stewart showed. So it must have been part of the study….presumably that would account for 2 of the 4% bump in IYP traffic right there.

  8. Greg Sterling Says:

    Thanks David. I hadn’t remembered that.

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  10. JFoerch Says:

    Thanks for the input David. Do you think that Chris Smith’s article (Brave New World For Yellow Pages) would show an even larger percentage gain by Yodle during that time period than a modest 2%? I think it does…just food for thought.

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    [...] http://gesterling.wordpress.com/2009/10/06/new-comscore-tmp-local-data/ By Greg Sterling Nick Nichollswww.YourWebInConcert.com [...]

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  21. Cisco Smartnet Says:

    Hi Dave,Thanks for the reminder of the dangers of dehydration.

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