July 29, 2010
More People Go Mobile for Local
One trend that we’ve all been watching closely is mobile, and today we’re releasing new data from comScore that shows more people are turning to their mobile devices to access business information.
This is good news for Internet Yellow Pages because it essentially helps extend the reach of those resources for consumers, and helps advertisers access a desirable demographic – the ready-to-buy shopper.
comScore found that the number of mobile subscribers accessing business directories on a mobile phone increased 14 percent year-over-year to 17.3 million users in March 2010, extending the reach of Internet Yellow Pages beyond just the personal computer. This increase outpaces the10 percent growth in the number of mobile media users who browsed the mobile web, used applications or downloaded content during the same time period.
Additionally, the number of people accessing business directories on a mobile device at least once per week increased more than 16 percent year-over-year to nearly five million in March 2010.
Much of this growth is due to the rapid growth in smartphone users combined with the adoption of 3G technology, better search offerings, and higher advertiser engagement.
As I point out in a column on Search Engine Land this morning, this high growth illustrates that as more consumers use mobile devices to search and access content, they are continuing to rely on Yellow Pages’ convenient and reliable business listings to help them find local businesses on-the-go.
It’s also great news for advertisers. In addition to the benefits of advertising with IYPs to attract those searching for business information on their personal computers, local businesses are receiving added value in online listings being accessible to a growing number of mobile users.
Other interesting mobile-related data points from the study include:
- The mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth.
- Apps are hot, with 42 percent year-over-year growth in the number of mobile subscribers using apps to access business directories.
- Mobile unlocks a desirable user for the advertise: 58% are 34 or younger; over half have a household income in excess of $75,000; and they are three and half times more likely as the average mobile media user to access women’s magazine content, health information, real estate listings, and job listings via their mobile devices.
IYP Local Search on Personal Computers
comScore also found that local searches on personal computers saw year-over-year growth. Searches on IYPs and portal sites increased 4 percent to 444 million in March 2010, or 5.3 billion annually—indicating that more consumers are coming to rely on Yellow Pages when searching from their computer.
Additionally, the report showed that people access IYPs and local online sites in a number of ways:
- Traffic to IYPs from web search sites increased three points from the first quarter of 2009 to the first quarter of 2010, to 44 percent of visits.
- Direct traffic also increased over the same time period, up four points to 32 percent.
- Referrals from affiliate sites (advertisements, e-mail marketing, and other partner sites) decreased six points to 25 percent.
comScore’s data illustrate how in today’s changing media environment, IYPs are attracting growing audiences online and via mobile—giving advertisers new opportunities to reach consumers wherever they are.
This is a testament to our industry’s strong emphasis on building our digital and mobile platforms this past year. Whether its rebranding our companies, creating new iPhone, iPad, and Google Android apps, or launching new IYP concepts like buzz.com, Yellow Pages companies are building on decades of experience to deliver the highest-quality directories for advertisers and consumers to connect.