SOURCE: TMP Directional Marketing
October 09, 2008 08:00 ET
With No Distinct Winner, Marketers Need a Diverse Local Search Marketing Mix, According to Second Annual TMP Directional Marketing Research Study
Major Findings Show Consumer Online Local Research Growing, While Majority of Purchases Still Made Offline; Mobile Search Usage on the Upswing
NEW YORK, NY--(Marketwire - October 9, 2008) - TMP Directional
Marketing (TMPDM), the largest local
search marketing agency, announced today the findings of its second annual
Local Search Usage Study conducted by
comScore, which confirms shoppers still use a variety of online and offline
directional media resources to find
local business information.
According to the study, the first sources used are Search Engines (31%),
Print Yellow Pages or White Pages (30%), Internet Yellow Pages Sites (19%)
and Local Search Sites (11%). This represents a change from last year's
study, which ranked Print Yellow Pages first (33%), followed by Search
"As consumer local search grows with online and offline resources, national
advertisers must develop strategic plans for integrating the various
mediums into their national programs," said Gregg Stewart, senior vice
president of interactive, TMPDM. "Our 2008 study again confirms that
consumers do a majority of research online, but continue to make purchases
offline with a phone call or in-store visit. Additionally, marketers need
to pay close attention to mobile search and sites that offer consumer user
reviews, as they are growing in popularity."
Consumers Continue to Research Online, Buy Offline
Although the online channel is the primary source of local research,
purchases are most often made offline. Following online local searches,
consumers most often contact a business over the telephone (39%), visit the
business in-person (32%) or contact the business online (12%).
Most likely due to rising gas prices, more consumers in 2008 contacted a
business via the telephone than in-person, after a successful local
business search. In 2007, local business searchers were equally likely to
contact the business via telephone or in-person.
Mobile and Voice Search Usage is on the Rise
TMPDM's study demonstrates that 1 out of 5 local business searchers with an
Internet-accessible cell phone have conducted a local search via the mobile
Web. Smartphone owners and those that own Wi-Fi enabled devices (such as
the iPhone) are the most likely to conduct local business search via the
mobile Web, with more than half of these respondents reporting mobile local
Additionally, 22 percent of these respondents reported that they've called
directory assistance from their mobile phone, with 411 acquiring the
highest reach (64%) followed by free directory assistance provider
"There are 228 million mobile subscribers in the U.S., up 6 percent from
August 2007 to 2008. Also, we are seeing tremendous growth in mobile
browsing, up 45 percent over the same time period," said Serge Matta,
senior vice president of comScore. "We can expect mobile Web penetration
and engagement to keep rising as connection speeds increase, data plan
prices decrease and smartphones become more mainstream."
Print Yellow Pages Still a Valuable Offline Resource
comScore research indicates that 30 percent of respondents still rely on
directories as their primary local business research source, despite a 3
percent decline from 2007 to 2008.
-- 90 percent of those surveyed find directories a valuable source for
-- 86 percent of respondents have a print directory in their home.
-- While respondents are more satisfied with the business information
provided by online sources, 73 percent are extremely or somewhat satisfied
with print Yellow Pages -- a 4 percent increase from last year's study.
Other Key Findings
Other TMPDM findings include that traditional IYP sites such as
Superpages.com, YELLOWPAGES.COM, Yahoo! Yellowpages.com, etc. account for
60 percent of local IYP business searches, while Local Search sites such as
Google Maps, MapQuest, Yahoo! Local, etc. account for 40 percent of local
IYP business searches.
Also, usage of consumer reviews by IYP and Local Search Site users
increased to 22 percent among IYP searchers (+6 percent from 2007) and to
32 percent among Local Searchers (+6 percent from 2007).
Based on an online survey of 3,000 respondents, TMPDM's Local Search Usage
Study monitored shifts in consumer usage and opinions of General Search
Portals, Local Search Sites, Print and Internet Yellow Pages and Mobile
Search as they relate to finding local business information. For more
information about TMPDM's Local Search Usage Study, please visit
TMP Directional Marketing
TMP Directional Marketing (TMPDM) is the largest local search marketing agency, offering
online, offline and mobile advertising solutions to top national brands.
Combining its years of success in Yellow Pages advertising with online
search expertise gained as a former unit of Monster.com, TMPDM serves
hundreds of clients, including nearly 100 Fortune 500 companies. Privately
held by the Audax Group, TMPDM is headquartered in New York with 600
employees and 15 offices in the U.S. and Canada. For more information,