UGC Directories vs. ‘Traditional’ IYPs

Hitwise’s LeeAnn Prescott created two custom categories in which to compare traffic: traditional YP sites and social directories or local search sites with user-generated content. She found that while the volume of traffic was much greater at the traditional sites, the growth rates of the social directory sites were much higher.

One the one hand this is to be expected given the smaller relative usage of the social directories. But it also validates the notion that consumers value the information they’re finding on the social directories.

Here’s LeeAnn’s chart showing traffic and relative growth rates:


Here’s my earlier post on the yellow pages and user-generated content phobia and why they need to “get over it.”

2 Responses to “UGC Directories vs. ‘Traditional’ IYPs”

  1. Pat Says:

    I believe there may be a mistake in the table footnotes where R^2 for yellow pages is .06622. This statistic would be interpreted to mean there is no statistical trend. Perhaps a decimal place error? Or is there something I am missing?

    The point made is certainly valid about the respective growth in UGC v. IYP, though.

  2. Andy Vogel, Interactive in Chicagoland » Blog Archives » Kelsey Group on User Generated Content (citizen media) Says:

    […] “ Related to my post yesterday, Hitwise has some interesting data (via Greg) on the growth of UGC directories (i.e. Yelp, Judy’s Book, InsiderPages, etc.) versus that of IYPs. It’s an interesting comparison that supports the notion that UGC is in relative demand; and that IYPs should get onboard.” […]

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