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:
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):
Post search behavior. What did people do?
Detail from the above chart (most people from IYPs called the business for example):
Local search market share:
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.
October 7, 2009 at 3:16 am |
[...] Cell and other segments (missedSource: Screenwerk RSS Feed [...]
October 7, 2009 at 1:48 pm |
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.
October 7, 2009 at 2:32 pm |
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
October 7, 2009 at 9:50 pm |
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!
October 8, 2009 at 12:27 pm |
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.
October 8, 2009 at 12:29 pm |
Gary:
The data do exist by IYP category (at a broad level).
October 8, 2009 at 12:33 pm |
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.
October 8, 2009 at 12:42 pm |
Thanks David. I hadn’t remembered that.
October 8, 2009 at 4:21 pm |
[...] Screenwerk Greg Sterling’s Thoughts on Online and Offline Media « New comScore-TMP Local Data [...]
October 8, 2009 at 5:21 pm |
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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Hi Dave,Thanks for the reminder of the dangers of dehydration.
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