Of course they do, but it’s now less about any individual product and more about “the platform” (or multi-platforms) and the sales channel. Today the Yellow Pages Association put out a release at the Kelsey conference citing traffic increases in online yellow pages usage:
IYP usage grew 27 percent in 2006. According to new research from comScore, Inc., 3.3 billion searches were conducted in 2006 compared to 2.6 billion searches in 2005.
That’s a lot of volume and good growth. To put that in some context, comScore says there are approximately 8 billion (based on their new methodology) search queries a month in the U.S. across all sites they measure.
Here’s more data from the release:
Additional comScore findings regarding IYP usage include:
There’s also no questions that IYP and local search sites are effective vehicles for marketers. According to the recent TMP Directional Marketing-comScore study an amazing 61% of IYP/local search users “went on to make a purchase from a local business” (of a population of 82% of users who followed up with a contact).
Yesterday, one of the more interesting bits to come out of the Superpages-Switchboard/InfoSpace conference call was Superpages’ President Eric Chandler’s statement that the company now had “over 200,000 Internet advertisers.”
All the major yellow pages and local search providers will be at SMX Local & Mobile, including:
- YellowPages.com (Matt Crowley)
- RH Donnelley/Dex (Jill Hammond)
- YellowBook (Pat Marshall)
- Superpages (Robyn Rose)
They’ll be talking about local search in much more practical and tactical terms than you’re used to seeing from them.