As more people have turned to the Internet for many of their purchasing needs, Yellow Pages publishers have taken the initiative to make information about local businesses readily available to these consumers. While some people may think that Internet Yellow Pages do not compare to businesses’ websites, recent Internet Yellow Pages usage statistics from the Local Search Association prove that a tremendous increase in the annual growth of local searches significantly outpaces the growth of overall Web searches.
Study Results for Internet Pages Usage Statistics
This study has revealed that local searches, which involve using online tools to find local businesses, increased 58 percent in 2008, reaching 15.7 billion searches. With this growth in local searches, Internet Yellow Pages and local online business directories also experienced double-digit growth (23 percent) in 2008, resulting in 4.6 billion searches. In contrast, overall Web searches grew at a much smaller rate of 21 percent.1
How Internet Yellow Pages Work
Consumers access Internet Yellow Pages and online directories for local businesses in several different ways. While some people visit Internet Yellow Pages sites directly by typing the URL into the address bar in their Web browser, others access online Yellow Pages and local data via links to other sites like Google Maps, Yahoo! Local, and CitySearch.
The Results of More Local Searches
As more consumers use local searches to find services and products from local businesses, exposure to sponsored links for Yellow Pages data is also steadily increasing. In the past several years, Internet Yellow Pages sites experienced a 50 percent increase in their exposure to sponsored links and reached 353 million just in December 2008. This ultimately demonstrates the increasing need for information about services and products from local businesses. The following Internet Yellow Pages usage statistics from the Local Search Association’s recent study show the usefulness of online Yellow Pages:
- Three-fourths (75 percent) of the top 100 keywords consumers searched for on Internet Yellow Pages sites were somewhat generic, which means that most consumers seek specific information about local businesses instead of simply searching for a certain company.
- Nearly half (45 percent) of consumers searching in Internet Yellow Pages and local online directories made an online purchase in the fourth quarter of 2008.
Searching for information about local businesses in the Internet Yellow Pages is one of the easiest ways for consumers to find everything they need with just a few clicks. While some people may think that Internet Yellow Pages are not as useful as general Web searches, Internet Yellow Pages usage statistics indicate that this is far from the case.
1comScore, Local Search Association, State of Local Search 2011