Internet Yellow Pages(IYP) and Local Search Facts

The worldwide Yellow Pages market is a $25 billion* opportunity that continues to migrate to the Internet as the flexibility of technology makes it more attractive for consumers to find product and service listings on the Web.

IYP Chart

Approximately 30% of total local business searches in both print and online directional media were interactive in 2002, compared to approximately 15% in 2001 and 9% in 2000.*
The growth in online search is expected to continue and industry analysts project that interactive searches will account for 45% of usage by 2006.*
IYP usage is more frequent than print: 2.2 times/week for IYP vs. 1.4 times/week for Print.
U.S. IYP revenue has the potential to grow to $2 billion by 2006.*
66% of online Yellow Pages users make a purchase or are likely to do so.

* The Kelsey Group, + Yellow Pages I.M.A. sm , **NPD Group

Yellow Pages Data

According to Statistical Research Inc. (SRI), an independent research firm, the Yellow Pages is used monthly by 76% of U.S. adults, and 90% of those who use the Yellow Pages ultimately make or are likely to make a purchase.
The Yellow Pages delivers an average of $4 in profit for every $1 invested in Yellow Pages advertising. Yellow Pages consumers spend an average of 25% more than non-users.
A strong presence in the Yellow Pages delivers key messages to customers at a critical stage in the purchase process - when they are actively seeking information and are ready to buy.
As a critical part of the integrated marketing media mix, the Yellow Pages extends the reach of other media, extending both magazines and the Internet by 22%, radio by 21%, television by 19% and newspapers by 17%.

(Source: Statistical Research, Inc.)

Internet Trends

Over 71% of Internet shoppers look online for products before purchasing the products in retail stores according to the UCLA Center for Communication Policy. This trend was confirmed by Jupiter Research in their prediction that by 2007, the Internet will influence 30% of all offline retail buying.
If a business provides product and/or service information online, even if it does not sell products online, nearly half of all Americans would be more likely to go to the physical store to transact business.

(Source: Pew Internet & American Life)

97% of Internet users in the U.S. gather shopping information online, and of those consumers, 51% explicitly characterize their behavior as 'Shop Online; Purchase Offline'. **
Increasing numbers of broadband users help to show the growing popularity of "always-on" connections. According to Nielsen//NetRatings, in November 2003, 50 million people, or 38% of Americans, used a high-speed connection to access the Internet.

Pay-Per-Call (PP-Call) and Pay-Per-Click (PPC) Internet Yellow Pages Advertising

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