Posts Tagged ‘online coupons’

Double-Digit Growth of Online and Mobile Local Search

Tuesday, July 19, 2011

Today we’re releasing new data from comScore that shows more people are turning to online and mobile platforms to find local business information.

This is welcome news for local search companies, which are investing with full-force in new ways to improve our approaches to digital and mobile search – both in terms of the advertising opportunities they offer local business clients and the experiences they provide consumers accessing.

Online Local Search Shows Strong Growth and Consumer Satisfaction

This year’s “State of Local Search” study found that local searches now account for 13% of all core search activity on top web search portals as of March 2011.

Internet Yellow Pages (IYPs) and Local Search Sites:

  • IYPs and local search sites exhibited strong growth with 5.6 billion local searches in 2010, a 15% increase over 2009.
  • Brand recognition is a key driver of IYP searches. Approximately 58% of respondents who choose an IYP site first (DexKnows, SuperPages, Yellowbook, and YP.com) do so  due to brand recognition and reputation, while 30%  chose an IYP site first because of its reputation for local business information.

Interestingly, the study determined that portal searches are more likely to conduct local searches as part of broad information gathering, while primary IYP searches more often conduct local searches to look for contact information with specific products and services in mind.

More than half of local business searchers choosing portal or IYP sites said they were highly satisfied and found success in their search experience – an indication of how well our industry is doing creating consumer-friendly offerings.

Additionally, online daily deal offers and discounts  emerged as an additional customer acquisition channel for local businesses. The  study found that primary IYP searchers were less likely to report purchasing online daily deal coupons for local businesses than business searchers on other sites (27 percent vs. 38 percent).

Mobile Search Skyrockets

Mobile local search also showed unprecedented growth this year. In January 2011, 77.1 million mobile subscribers accessed local content on a mobile device, up 34% from the previous year. The study found that local content users now account for 33% of mobile subscribers.

Top findings also include:

  • Strong growth for the number of local search users owning a GPS-capable handset, which grew from 78% to 87%.
  • Local content now dominates mobile usage behaviors, with subscribers increasingly turning to mobile for information on maps, weather, traffic, retail and other local content.
  • The ways that local content users access content via mobile is changing. App use for mobile content grew 34% last year, with 56% of respondents using apps for local content. Browsers lead in usage of local content with 73%, but dropped from 75% last year. Local content via SMS dropped to 25% from 30%.

comScore’s data illustrate the ongoing shift of consumers towards digital and mobile platforms for local business information. Our industry’s rapid embrace of these platforms, particularly in the past year through new partnership agreements, mobile app launches and other initiatives, will enable local businesses to connect with consumers in these increasingly popular locations.

Listen in on Webinar: July 20 at 2pm EDT

comScore and the Local Search Association will be presenting additional findings on usage and conumser experiences with online and mobile local business search activity from this study in a complimentary webinar, July 20th at 2pm EDT. Click here to register for the webinar.

Digital Coupon Use Grows 100% Year-over-Year

Tuesday, July 27, 2010

We’ve noted several times in recent months how important digital coupons are becoming to the local shopping experience. This year alone, increased consumer usage has helped drive new digital coupon services from Yellow Pages companies such as DexOne and SuperMedia, which are eager to help local businesses generate additional leads through this increasingly popular marketing tool.

Now, new research released this week by Coupons.com shows that digital coupon revenues at the company grew an astounding 100% during the 12-month period ending June 30. According to the company, more than $1 billion in digital coupon saving was printed or loaded to a store loyalty card via its website and online network during that period, outpacing the growth of coupons distributed in newspapers 10 to 1.

Coupon.com said that 46.4 million American consumers—or 20.8% of the U.S. population—are now using online coupons, up from 40.2 million in 2008. The company also noted that of the 46.4 million consumers now using online coupons, 12.9 million do not read any part of the Sunday newspaper, an 18 percent increase over 10.9 million in 2008.

Other interesting stats from the release include:

  • Searches on Google for “Printable Coupons” increased 67% year-over year.
  • Access to exclusive deals or offers like digital coupons were the number one reason consumers followed a brand on Twitter or Liked a brand on Facebook, according to a report by Razorfish.
  • Consumers who print digital coupons have an estimated average household income of $96,000, a 14 percent higher income level than the U.S average. Adults with household income of over $100,000 are twice as likely to have redeemed coupons printed from an online source than adults with household income less than $35,000.
  • 33.4% of those who print digital coupons have a college degree (up from 30.4% in 2008), compared to 28.9% of those who use newspaper coupons and 26.1% of the general populace. Also, adults with college degrees are almost twice as likely to have used coupons in the past six months as those who didn’t graduate from high school.

Given the fast growth of this online product, I’m excited about Yellow Pages’ existing presence in the space and look forward to seeing how our members’ offerings generate additional leads for local businesses.

For more information, including the popularity of digital coupons by product category, read the Coupons.com press release.

Dex One Adds Digital Coupons

Wednesday, June 9, 2010

Over the past few months, we’ve talked about the growing popularity of digital coupons in the online—and offline—local shopping experience. As Neg Norton noted in a column on Search Engine Land in March, approximately 35% of U.S. online users surveyed in a recent Compete.com study said they visited coupon sites when shopping online.

So it comes as no surprise that the Yellow Pages industry is increasingly adding online coupon offerings as a means of driving new business leads for its customers.

This morning, Dex One was the latest YP provider to join the trend. The company announced a new service that allows businesses to “create, publish, and prominently display unique digital coupons” on Dex One’s popular local search sites, including DexKows.com and DexKnows Weddings. Businesses can customize their coupons with unique messages, logos, and other features, according to the company.

Earlier this year, SuperMedia launched 72 city-specific Twitter accounts that distribute thousands of coupons from its local business listings at no cost to owners.

I’m glad to see that our industry is taking advantage of this new opportunity to provide businesses and potential customers with yet another platform to find one another and complete sales.