Archive for the ‘Headings’ Category

Infographic: Consumers Turning to Mobile & Various Combinations of Local Media in Last Mile

Monday, August 18, 2014

Consumers are using vastly different combinations of local media to inform their purchasing decisions and mobile devices are changing the way consumers interact with local information.  According to our latest edition of the “Local Media Tracking Study” conducted by Burke, between 2012 and 2013, computer/laptop usage for searching for local products and services decreased while mobile phone/smartphone and netbook/tablets both increased.

The study includes interviews with 8,000 U.S. adults conducted online and by phone. The infographic shows that consumers are increasingly turning to mobile devices when seeking, discovering or considering local business information.  With that being said, businesses need to develop integrated advertising and marketing strategies that span across devices.

For more commentary on the study, check out our post on Search Engine Land or take a look at the infographic below:

Consumers Increasingly Turn to Mobile & Varied Media Combinations in Last Mile from Local Search Association

YP Releases Q2 2013 Local Insights Report

Tuesday, August 13, 2013

YP recently released its Q2 2013 Local Insights Digital Report, which tracks more than 600 million searches and over 10.6 billion impressions in Q1 2013 across the YP Local Ad Network’s 300+ online, mobile and tablet publishers. The report showed that mobile search on the YP Local Ad Network is growing fast (9% increase from Q4 2012, 35% year-on-year increase from Q1 2012), and now represents 35% of all searches on the platform.

As it has in earlier reports, YP provides a snapshot of the most popular local search categories. Several categories showed greater than 100% year-on-year growth in Q2. The travel industry was a clear leader in growth, showing a staggering 711% increase in air travel searches and a 414% increase in transportation searches between Q2 2012 and Q2 2013.

YP Local Insights ReportYP Local Insights Report

By increasingly turning to mobile devices to search categories like travel and transportation, consumers are demonstrating that they are becoming more comfortable using smartphones and other connected devices to make complex searches for everything from vacation planning to real estate listings.

The Q2 report also provides some interesting insights into advertiser behavior on the YP network. According to YP internal data on Q1 2013 ad revenue, there is a large discrepancy between spending and exposure for YP advertisers.  As the above charts show, building contractors spend the most on local advertising, yet rank tenth in consumer searches.  The legal services category shows a similar relationship, ranking second in spending and eighth in searches.  And on the other end of the spectrum, restaurants receive the most searches, yet they don’t even break the top 10 in ad spending.

It may look like a case of misappropriated local marketing budgets, but I wouldn’t be so quick to jump to conclusions.  Consider that consumers have different motivations for different searches.  In some verticals, particularly restaurants, consumers will be constantly searching for new things to try. In other verticals, such as home repair, a single search can establish a relationship that provides years of continual business.  Even though they seem to be gaining relatively few searches for their ad expenditure, service providers like dentists and general contractors can get huge return-on-investment from a local ad spend.

YP: Restaurants Still the Most Searched Category Locally

Wednesday, July 11, 2012

 Last week, YP released its quarterly Local Insights Report, which focuses on online and mobile data trends from its Local Ad Network. The report’s findings provided some interesting perspective on continued trends in local search and offered new data on which local businesses are advertising the most through its network.

In Q2 2012, Restaurants continued to be the most searched category for both mobile and online platforms. Financial Services, Auto Repair, Real Estate, and Beauty Services rounded out the top five.

The fastest growing search categories in Q2 were Family Services, Wedding Planning & Supplies, and Pharmacies.

YP also included its list of Top Local Advertiser Categories by ad spend based on its network of more than 500,000 advertisers. The top three categories were Medical, Contractors & Construction, and Legal Services.

YP recently did a study about the ready-to-buy consumer and the quality of leads from its search products, which found that 56% of visitors to its local ad network followed up their search with a purchase. Those consumers made an average of 2.7 transactions per month with the businesses they found on YP’s properties, at an average value of $159 per purchase. Those are some pretty impressive numbers!

YP’s Local Insights Report does a great job of illustrating the central role Yellow Pages products play in connecting local businesses and consumers in a variety of business categories. Click here to read the full report.

Americans Reference ‘Jewelers’ Heading in Record Numbers in November

Wednesday, November 16, 2011

With the holidays right around the corner, Americans nationwide looking to buy the perfect gift for a loved one, will turn to Yellow Pages search tools in record numbers to find a local jeweler.

More than 31 million searches are made for “jewelers” in print and Internet Yellow Pages each year, with the highest number of lookups occurring in November, according to our Local Media Tracking Study released earlier this year.

The study also found that:

  • Men continue to drive searches for jewelers in print and Internet Yellow Pages, compromising 60% of searchers.
  • Of the total number of searches each year, more than 70% are made by married individuals.
  • Prior to referencing print Yellow Pages, nearly half of consumers (48.1%) had a decision to make, meaning they had no jewelers or multiple jewelers in mind.
  • Nearly three out of four consumers searching for jewelers (73.1%) look at multiple ads, turning to an average of 7.4 ads before making a purchase decision. This is significantly higher than the 4.7 ads referenced in the average Yellow Pages search.
  • Consumers, on average, spend $227 after searching for “jewelers.”

Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, says that print and Internet Yellow Pages are an important asset for their members to connect with customers.

See our full press release to learn more about what JA advises consumers to look for in a local jeweler.

Yellow Pages Sees Recent Spike in Tax-related References

Wednesday, February 23, 2011

Tax season is upon us once again, and publishers will see a dramatic increase in searches for tax-related businesses. Yellow Pages research conducted by Burke shows that searches for tax preparers peak this month, while accountants experienced the highest number of searches in January, leading to a combined annual total of 40.5 million print yellow pages searches for tax-related help.

The Burke research also shows that 84% of people who searched print yellow pages for an accountant contacted a business.  This is higher than the all-headings average of 80% contacting a business.

The Yellow Pages are a valuable resource for consumers looking for someone to trust with their finances.  Our data also showed that people searching without a specific name in mind often considered four or five separate tax-related ads before choosing a service.

It’s a stressful time of year, and helping consumers quickly find a tax preparer with the appropriate qualifications and expertise is what we do best.

For more information, read our press release about the tax-related heading. Is a Trusted Research Resource

Thursday, January 20, 2011

We all love those “best places” lists, especially when our home city pops up on them.  Sometimes I wonder how these lists are put together.  Check out these two research studies that use Yellow Pages data as part of some unique methodologies.

First up is this study from on the Gayest Cities in America. While not a traditional scientific survey or poll, its methodology combines data from several online sources to get a sense of the largest gay communities. This includes using to assess how many local businesses had the word “gay” in the name or business description.

Also, as featured in USA Today, Central Connecticut State University released its annual report on America’s Most Literate Cities. Part of its methodology each year is to search to identify the number of retail, rare, and used booksellers in each city.

I think both of these studies illustrate that data is not only comprehensive but trustworthy. It’s great to see people using our data in unique ways!

August Auto Rental and Leasing Searches Kick Into Overdrive

Thursday, August 19, 2010

With summer winding down and the start of the school season just weeks away, many of us are taking our last vacation getaways while we still can. So it’s no surprise that in August, Americans nationwide will turn to Yellow Pages local search tools in record numbers to rent or lease a car.

In fact, more than 55 million references are made to automobile renting and leasing in print and Internet Yellow Pages each year, with the highest number of lookups occurring in August, according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association. Additionally, “Auto Rental and Leasing” is among the top 40 most referenced headings from more than 4,000-plus.

Our data show that businesses advertising in this heading reach a highly-favorable customer base:

  • Nearly two-thirds (62.7%) of consumers referencing the automotive rental and leasing heading follow up with a purchase compared with 49.3% for all headings combined.
  • Because an auto rental is such an infrequent purchase, most consumers need information to help them decide where to make a purchase. Seventy percent of Yellow Pages users either have no company name or multiple names in mind when looking at the heading, and more than half of shoppers (52.5%) end up doing business with a business that they have never used before.
  • Purchasers who used print or Internet Yellow Pages are about three times more likely to spend $101-200 than the average headings user, and two times as likely to spend in the $201-500 range.
  • Those most likely to reference this heading are 25- to 34-year-old males with a college degree. They also tend to be single and live in the Northeast.

These data points show the great value and return-on-investment that Yellow Pages directory ads provide for automotive businesses seeking to reach ready-to-buy consumers.

For more information, read our press release about the auto rental and leasing heading.

As the Heat Spikes, So Does Yellow Pages Usage

Thursday, July 15, 2010

It’s another brutally hot July, with record-breaking temperatures sweeping the country. And once again, consumers are turning to Yellow Pages for air-conditioning solutions so they can get some relief from the heat.

When it comes to a major buy like an air conditioning system, consumers rely on Yellow Pages to provide the trusted local business information they need to get started on their purchase. In fact, over the course of the year, more than 32 million references will be made to air conditioning contractors and systems in Yellow Pages directories—with the highest number of references occurring in July— according to the Local Media Tracking Study commissioned by YPA and conducted by Burke.

A review of the data also show that:

  • An air conditioning heading user spends $1,497 on average, significantly higher than the all-headings average of $440.
  • The average user seeking to purchase an A/C system looks at approximately 5.4 ads, higher than the all-heading average of  4.9 ads.
  • Because air conditioning equipment is an infrequent purchase, most consumers are in a search mode when shopping.  Fifty-six percent of Yellow Pages users either have no name or multiple names in mind when looking at the heading, providing an opportunity for advertisers to influence consumers’ decisions about where to purchase. Moreover, 70% of shoppers end up doing business with an establishment that they have never used before.

  • Data also show that hot weather is a larger driver than cool weather to Yellow Pages directories.

As this data indicates, consumers who reference air-conditioning contractors and systems through a Yellow Pages directory are likely to consider a larger number of businesses before making their purchase—and willing to spend a lot, too. That means that those local businesses who invest in advertising in this category have a higher likelihood of attracting the high-quality local leads they seek the most.

For more information, read our press release about air conditioning references.