|[December 17, 2012]
Year in Review: YP? Local Insights Digital Report Reveals Consumer and Advertiser Local Search Trends
TUCKER, Ga. --(Business Wire)--
North America's largest local search, media and advertising company,
today released its YP?
Local Insights Digital Report: Year in Review. The end-of-year
report uncovers trends across the rapidly-evolving local advertising
ecosystem, including changing mobile search behavior, top search terms
and top-growing local advertiser categories of the year. Published
quarterly, the YP? Local Insights Digital Report focuses on data from
the YP? Local Ad Network, which generated more than 2.2 billion searches
over the past year and powers local for 300+ online and mobile
"This year, more than ever, we witnessed the impact of how mobile
lifestyles are changing the way consumers search for a merchant and
when," said Ken Ray, Chief Marketing Officer at YP. "Our findings reveal
that consumers are relying on smartphones for more than just
time-sensitive needs, which is a shift from traditional mobile search.
This change in behavior is creating an intersection for YP and the rest
of the search and advertising industry to connect consumers and local
businesses in new ways."
Key Findings from the Year in Review include:
Changing Mobile Search Behavior and Preferences
Mobile is Driving Local Search Growth: In
the past year, users made an average of 350,000 more local searches
every day across the YP? Local Ad Network compared to the prior year.
This growth was primarily fueled by mobile searches, which grew 25
percent in the same time period, and now account for 30 percent of all
searches on the YP? Local Ad Network. Many of these searches were made
on YPmobile® products, the marquee mobile properties of the Network,
where searches grew an impressive 161 percent vs. the prior year.ii
Mobile Lifestyles are Changing Search Behavior:
Evidence of this can be seen in the growth of YP? searches in
categories that are not related to proximity or urgency, which are
factors that typically lead to a mobile search. Categories like
industrial manufacturing and party planning have experienced a
year-over-year mobile search growth rate of 105 and 90 percent
respectivelyiii. This indicates that consumers are opting
to make their mobile device their primary means of search whether
their need is immediate or not.
iPad and Android Search Growth is Outpacing
iPhone (News - Alert): Across YPmobile® apps, the number of iPad and Android
device searches each grew more than 200 percent compared to the prior
year while iPhone searches grew 58 percent compared to the sametime
What Consumers Are Searching For and When
Medical and healthcare-related searches outpace
restaurant search growth: While restaurants, financial services
and auto repair and services were the top-searched categories of the
past year, the report found that medical and healthcare-related
searches grew 61 percent year-over-year, led by pharmacies, the
top-growing category across the YP? Local Ad Network (144 percent).
This compares to 13 percent growth in restaurant searches during the
same period. Restaurant searches, however, contributed 10 percent of
total searches and were the most searched, clicked and called category
online, on mobile devices and on tablets.v
Seasonality Drives Local Search: Consumer
searches are influenced by a number of seasonal factors including
holidays, events, weather changes and more. Out of the 4,600 YP?
search categories, 39 percent experience some degree of seasonality
impact, where their peak weeks of business see at least two to three
times their usual search traffic, and 10 percent of categories
experience a high degree of seasonality, with peaks greater than three
times their averagevi.
Local Businesses Invest in Reaching their Communities
Local Businesses Invest in More Ways to Reach
Customers: Top growing business categories based on
number of advertisers were antiques (59 percent), gift shops (35
percent) and art (25 percent). Annual growth in the number of
advertisers in a category may indicate that more of these businesses
started up over the past year or that more of these businesses began
to spend money on advertising to attract more customers.vii
Generating Leads for Local Businesses: Across
the Network, for every 10 clicks on a business listing, an average of
one call is also made to a business. The top-clicked categories of the
year are restaurants, auto parts and building contractors.viii
Urgency Drives Calls to Businesses: Bus
lines, car rental and auto parts are among the categories with the
lowest clicks-to-call ratio over the past year. In general, the
categories that convert clicks to calls the best (i.e., lowest clicks
per call ratio) are those that service an urgent need.
Get access to these insights and the full report here: http://corporate.yp.com/localinsightsq4.
About the YP? Local Insights Digital Report
The YP? Local Insights Digital Report reflects on the rapidly-evolving
online and mobile local advertising ecosystem, as mobile search emerges
to provide additional ways of connecting consumers and local businesses.
This Insights Report is based on internal data from more than 2.2
billion searches and 39 billion impressions from a full year across the
YP? Local Ad Network's 300+ online, mobile, IPTV (News - Alert) and directory
YP is North America's largest local search, media and advertising
company. Its mission is to help small businesses and communities grow.
Millions of searches occur daily using YP products to find, compare and
select local merchants. The company's flagship consumer brands include
the YP.com? site, a top 40 U.S. Web domain, the highly rated YP? app and
the YP Real Yellow Pages directory, the largest Yellow Pages directory
in the world by revenue.
The company's wide range of print and digital advertising products is
designed to address the evolving local search needs of consumers and
help advertisers grow their business. The YP? Local Ad Network provides
advertisers with an opportunity to reach more than 180 million monthly
users across over 300 affiliated online and mobile publishers. Through
customized campaigns designed by media consultants, YP provides local
businesses with one of the most cost effective sources for consumer
YP products and services are backed by thousands of media consultants in
local markets across the US with relationships spanning over 600,000
businesses. An affiliate of Cerberus Capital Management, L.P., one of
the world's leading private investment firms, recently acquired a
controlling interest in YP from AT&T (News - Alert).
Keep tabs on YP updates on Facebook: www.facebook.com/YP
or by following @YP on Twitter (News - Alert).
i YP Internal sources, October 2011 - September 2012
ii YP internal data, October 2011 vs. October 2012.
iii YP internal data, based on category searches Q3 2011 vs.
iv YP internal data, Q4 2010 - Q3 2011 vs. Q4 2011 - Q3 2012.
v YP internal data, Q4 2010 - Q3, 2012 unless
otherwise noted. Numbers are averages across entire category and do not
reflect individual performance. Past performance cannot be used to
predict future performance.
vi YP internal data, Q4 2011 - Q3 2012. Categories
listed have peak seasons at least 6 weeks long. Numbers are averages
across entire category and do not reflect individual performance. Past
performance cannot be used to predict future performance.
vii YP internal data, based on number of advertisers, Q4 2010
- Q3 2011 vs. Q4 2011 - Q3 2012. Minimum 200 advertisers.
viii YP internal data, Q3 2011-Q2 2012. Categories with call
tracking and minimum of 10,000 calls over 12 month period.
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