How Consumers Are Using Local Search Sites: Offline vs. Online Searches

August 7th, 2008

Local search is a term that describes more than just Internet Yellow Pages (IYP) and local search engine searches. It also includes offline searches for local businesses. The type of local search consumers use depends on their degree of need. When comparing the top 10 IYP and print Yellow Pages headings as we did in today’s press release from the Yellow Pages Association, there aren’t many differences. The most frequent IYP usage mirrors consumer’s most frequent print Yellow Pages (PYP) 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)

However, when you look deeper into search behavior and beyond the top 10 lists, local searches conducted online vs. local searches conducted offline are influenced by factors including the timing of the consumer’s need, the availability of information online and also whether the consumer is searching for a product or service.

“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: