SOURCE: Yellow Pages Association

August 04, 2008 09:00 ET

Yellow Pages Association Names Top 10 Internet Yellow Pages Searches Reflecting How Consumers Are Using Local Search Sites

Local Search Guide Surveys Users on Online Searching Habits

BERKELEY HEIGHTS, NJ--(Marketwire - August 4, 2008) - As Yellow Pages publishers continue to enhance their Internet Yellow Pages (IYP) properties and the local listings they provide to search engines such as Google, Yahoo and others, the Yellow Pages Association® (YPA®) today released the Top 10 IYP headings based on consumer usage.

According to research firm Knowledge Networks/SRI, the Top 10 category searches among 2007's 3.8 billion total IYP searches(1) were:

1.  Restaurants
2.  Physicians & Surgeons
3.  Hotels
4.  Auto Repairing & Service
5.  Florists-Retail
6.  Auto Dealers-New & Used
7.  Dentists
8.  Auto Parts & Supplies - New & Used
9.  Beauty Salons (tie)
10. Hospitals (tie)

"It may come as a surprise to some but the top 10 IYP headings mirror the top 10 print Yellow Pages headings -- typically because these headings drive so many on and offline queries. It is not until we drill down beyond the top headings where differences emerge among print and Internet local search behavior," said Larry Small, research director of YPA. "These differences can be attributed to differences in consumer's local search needs for product vs. service-oriented information and long-term vs. short-term purchase plans."

For example, when searching for a Hotel room, an IYP search is often more productive as consumers can search not just the available options in the area they plan to visit but also pricing, availability and amenities. However, a search for an Electrician typically requires a live phone conversation for consumers to describe their unique and specific issue, determine if the service provider can help with that issue and what the next step might be -- a service call/appointment, a free estimate or another service provider.

A new survey posted on the Local Search Guide, queries users about their online searching habits.

"Online usage through IYP and local search is growing and as we improve these products by helping more service-oriented businesses get online and more product-oriented businesses add online inventories this number will increase," said Rod Diefendorf, vice president, consumer products for Idearc Media, sponsor of the YPA Local Search Guide. "Features like the business comparison function and the business reply to user reviews option on Superpages.com are some of the latest developments that have been well received by both consumers and advertisers."

In addition, the profile of IYP users shows that:

--  63% are female
--  89% are aged 25-64
--  54% are college graduates
--  42% have lived at the same address for 10+ years
    

For more information about YPA or specific print and Internet Yellow Pages headings, visit http://www.ypassociation.org.

(1) comScore

About The Yellow Pages Association

The Yellow Pages Association® (YPA®) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers.