Local-Mobile Satisfaction > Print YP

According to the recent TMP-comScore local search consumer survey (n=3,000), local-mobile satisfaction levels are higher than print directories. This was striking to me. Here’s my chart reflecting the TMP-comScore data on this point:

The “extremely satisfied” rating is highest for online, but mobile comes in ahead of print. Also, the combined “extremely satisfied” and “somewhat satisfied” ratings go like this:

  • Online: 82%
  • Mobile: 77%
  • Print: 73%
Much of this data is now also available on Marketing Charts

4 Responses to “Local-Mobile Satisfaction > Print YP”

  1. Mark McCormack Says:

    Wow. i would have suspected that people who look for information in the yellow pages don’t even think about ‘how satisfied’ they were with the search results. Demographics and decline aside, for the people that use the Yellow Pages, it is the defacto standard …. something you do, not something you evaluate each time you find a plumber, or so i thought.

    In terms of local mobile search, i think the people that use it are still in the honeymoon phase …. amazed that they can get the information on a mobile device more then accurately assessing of it met their needs / was useful / was user friendly.

  2. Greg Sterling Says:

    But I think the experience with the newer media (online, mobile) is having a negative effect on satisfaction ratings of the print product.

  3. gene daly Says:

    Note that the TMPW/comScore research was conducted with an online panel only… a question mark in terms of methodology and the ability to draw broad conclusions accurately.

    I agree that there’s a “cool factor” with mobile and local mobile… fine for finding the nearest Starbucks (as if that was a problem!), but not yet nearly comprehensive enough for high consideration purchases like local services.

  4. Greg Sterling Says:

    Because of the proliferation of cell phones and penetration of online it’s no longer the case that telephone/landline based surveys are more accurate than online. It may be the case that older users who disproportionately use print are under represented in online surveys. But these results (today) are much more reliable and representative than they would have been three years ago.

    They also may under count “secondary” (smaller) markets where print remains healthy.

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