Tipping Point: What People Missed in the TMP Data

There’s now been a good deal of coverage about the recent TMP local search data. This is the datapoint that has gotten much of the attention:

33% of all consumers still consider print yellow pages as their primary source of local business info, and 90% feel its valuable because it gives more information such as accurate phone numbers.

While it’s great to see that print yellow pages is still an important local business resource, here’s the “real” headline: 60% of consumers now use the Internet as their primary information source for local businesses lookups. The claim can be made from the data that print YP is the largest single category because the Internet traffic is fragmented:

  • 30% use general search
  • 17% use IYP
  • 13% use local search sites (e.g., Local.com, Citysearch, Yahoo Local)

But when you add the Internet figures up, they’re approximately double print as a primary source. This is a dramatic, “sea change” from early 2006 when the Kelsey Group found that print yellow pages was the “first choice” for local business information across the board.

So what we have is a much more fragmented world, where print matters but the Internet is now the dominant source of local business information.

This is the “tipping point” everyone has been talking about — it’s been reached.

5 Responses to “Tipping Point: What People Missed in the TMP Data”

  1. New Marchex CMO on Local « Screenwerk Says:

    […] Consumers are, of course, all over local. But, as Day suggests the infrastructure is now in place to bring SMBs online in a bigger way. […]

  2. Of Share Shifts and Tipping Points « Screenwerk Says:

    […] on the recent TMP Directional Marketing data and disputes my characterization of it as a “tipping point“: Because the survey was conducted using an online panel, calling the results evidence of a […]

  3. Survey: Print YP ‘Most Effective’ « Screenwerk Says:

    […] though in the aggregate more customers are using the Internet as a “primary resource” (TMP Directional Marketing, 2007) than any other single medium. But within the “Internet” category, they’re […]

  4. Data from the Second TMP Local Study « Screenwerk Says:

    […] one in its own right. When I said, after last year’s report, that we’d reached a “tipping point” (sorry) regarding the shift to online for local information, some people were […]

  5. Kelsey: Online ‘Penetration’ Passes Print « Screenwerk Says:

    […] Stepping back, the Kelsey data are no doubt accurately reflective of larger directional trends in the market and are symbolically and psychologically significant — akin to when consumer use of the Internet for local information surpassed print yellow pages. […]

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