Local searches, both via Internet yellow page sites and search portals, are a quickly growing segment of the search category, according to new research conducted by comScore for the Local Search Association, which reveals that more and more people are turning to their computers and smartphones to find local business information.
In the same way in which people once picked up phone company-published yellow pages in order to source local goods and services, consumers are now pointing their browsers to IYPs. The research shows that consumers who access IYP sites such as SuperPages, Yellowbook and YP.com do so in order to obtain contact information for specific goods and services they already have in mind. Consumers who search using search portals are generally conducting broader research than that according to the study.
Consumers are using their mobile phones more than ever before to identify and locate local businesses. According to the research, 77.1 million mobile customers accessed local content on a mobile device. This represents a 34 percent increase, year-over-year. Additionally, the number of consumers who conducted local searches on gps-equipped mobile devices grew from 78 percent to 87 percent, year-over-year.
And as consumers increase the frequency with which they access local content on mobile devices, they are also changing the way in which they access that content. Consumers are now using apps to access local information 34 percent more frequently this year than last year. And even though browsers are still the predominant way in which consumers access local content via mobile, browser use for this purpose actually dipped, year-over-year.
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.