Local Search Insights

Transcription

1 Local Search Insights click The YP to edit Advantage master title style Summary of comscore Research November 2014 All surveys results data herein are from comscore YP Value Proposition study, September 2014.

2 Local search insights As consumers expand their local search activities across devices, it is critical for businesses to understand the local search process, consumers engagement with advertising, and the conversions that occur, including phone calls, store visits and purchases. To better understand these dynamics and the uniqueness of the YP audience compared to total internet population searchers, YP commissioned comscore to survey 5,172 internet users via an online survey*. A summary of results are included herein. * See pages for details

3 Summary: get more from YP YP has a unique and highly valuable audience. YP searchers: Contact merchants and purchase more often after searches. Are more engaged in the search process. Own more devices and exhibit more cross-device shopping behavior. Are more likely to use advertising to inform purchase decisions.

4 YP searchers buy more often They are more likely to contact a merchant or make a purchase. All surveys results data herein are from comscore YP Value Proposition study, September 2014.

5 YP searchers make more purchases Search Conversion Metrics among searchers 77% Nearly 8 out of 10 YP searchers contact a merchant after their search Compared to 66% among all searchers 66% Nearly 7 out of 10 YP searchers make a purchase * after their search Compared to 54% among all searchers *Contacting a merchant includes visiting, calling or ing *Purchasing includes purchasing in-person, purchasing online, making a reservation or booking a service

6 YP searchers visit, call & businesses more often They visited businesses 15% more than all searchers. 52% 45% Type of Merchant Contact among searchers 42% 28% 23% 34% 15% 14% visited (online or in-person) called ed did not contact YP searchers All searchers

7 55% of YP searchers contact a merchant in 24 hours Timing of Action Taken from Initial Search among YP searchers who conducted each activity 55% 38% 19% contact a local business purchase a product / service make a reservation book a service 38% 36% within 24 hours 28% 18% 16% 18% 16% 10% 12% 9% within 2 days 9% 13% within 3 days 5% 7% 7% 8% 10% 11% 8% within 4 days within 5 days 6% 6% more than a week

8 YP searchers are more engaged They use more resources and are more active during the local search process. All surveys results data herein are from comscore YP Value Proposition study, September 2014.

9 YP searchers use more resources in local searches They are 31% more likely to use local websites/apps for local business searches. Website / App Search Usage among those who conducted local search across devices local websites / apps search engines social media websites / apps 93% 71% 85% 78% 49% 35% YP searchers All searchers

10 YP searchers are more engaged across devices and site/app types Website / App Search Usage among those who conducted local search on each device local websites / apps 99% 73% 92% 78% 94% 79% search engines / apps 82% 73% 75% 66% 78% 74% social media websites / apps 44% 29% 53% 41% 53% 41% YP searchers All searchers

11 YP searchers show heavier searching activity across key categories Recent Categories Searched among searchers 72% 72% 65% 65% 40% 42% 37% 37% 34% 28% 26% 24% dining / restaurants / bars retail travel health & wellness professional services home improvement YP searchers All searchers

12 YP searchers are more tech savvy They own and use more devices. All surveys results data herein are from comscore YP Value Proposition study, September 2014.

13 YP searchers own and use more devices They use smartphones 20% more (and tablets 37% more) than all searchers. Device Ownership* Device Usage - Searching among device searchers 94% 96% 85% 89% 45% 57% 64% 71% 27% 37% 44% 53% Desktop/laptop Tablet Smartphone *Excludes feature phone ownership *Excludes feature phone ownership YP searchers All searchers

14 73% of YP searchers switch devices during the search process Cross-Device Usage use more than one device for searches 7 out of 10 YP searchers switched devices to complete their local business search 73% Compared to 63% among all searchers

15 YP searchers are more influenced by advertising They are more likely to use advertising to inform purchase decisions. All surveys results data herein are from comscore YP Value Proposition study, September 2014.

16 YP searchers are significantly more influenced by various types of advertisements Influence of Advertisement on Purchase Among Searchers All Searchers YP Searchers 1. Banner advertisement 19% 24% 2. Sponsored ad results 22% 28% 3. Natural search results 44% 52% 4. Map result 40% 47% 5. Featured ad results 26% 35% YP searchers All searchers

17 Nearly half of YP searchers look for a local business to get purchase information after seeing an ad YP searchers have searched for a local business after seeing it featured in an online ad 75% more than all searchers Reasons to Search Post Ad Exposure among searchers who have searched post ad exposure 49% 43% 45% 44% 46% 37% 39% 39% 36% 35% provided information on where I could buy product / service visually appealing included a coupon / deal / etc. introduced me to new product / service helpful reviews YP searchers All searchers

18 YP searchers use advertising to inform final purchase decisions nearly 50% more than all searchers 31% I use advertising to inform final booking or purchasing decisions. of YP searchers strongly agree with this statement compared to 21% of all searchers

19 YP searchers get more done They are efficient primary decision makers. All surveys results data herein are from comscore YP Value Proposition study, September 2014.

20 YP searchers are primary decision makers who pride themselves on being efficient and accomplished statement descriptions All searchers % YP searchers % I feel a sense of accomplishment when I check a task / item off my to-do list I am a primary decision maker in the household I like to be as efficient as possible with my time I prefer to get things done ahead of schedule I like to support local businesses I prefer to take my time when making decisions I like to make to-do lists I tend to be the organizer in my group of friends The opinions of my friends and family are important to me I usually wait until the last minute to complete tasks 21 22

21 The YP advantage YP has a unique and highly valuable local search audience. They purchase more often after searches. They are more engaged in the search process and are more likely to use advertising to inform purchase decisions. They use more devices and are actively looking for businesses like yours. Get more from YP.

22 comscore Research Methodology instrument A custom survey instrument was designed by comscore for YP to measure the brand s awareness, usage, consideration and overall value proposition. Respondents from comscore s proprietary panel were contacted via those who opted in were directed to the online survey. Fielding Dates: September 12, 2014 September 25, 2014 sample United States resident, 18+ years of age Total Sample Size: 5,172 Total Internet Respondents: 2,640 TIP (Total Internet Population) Searchers: 1,876 YP Searchers: 2,532 Weighting: Data was balanced on age and gender to ensure respondents demographics represented their search group (TIP Searchers & YP Searchers). Significance: Data was tested at a 95% confidence interval in order to identify significance differences between groups.

23 comscore Segments Total internet respondents US Resident 18 years or older *Age and gender match the demographics of the total internet population using comscore s Media Metrix data TIP searchers US Resident 18 years or older Searched at least one local business category in the past 30 days YP searchers US Resident, 18 years or older Searched at least one local business category in the past 30 days Used Yellowpages.com during most recent search *Age and gender match YP.com visitor demographics using comscore s Media Metrix data

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