Excerpts from Search Engine Land “Locals Only” column last week -
A rapidly-increasing number of smartphone users — combined with faster mobile technology, better search offerings, and higher advertiser engagement — suggests that consumers will be more likely than ever to begin using their phones as local search tools. New research released today provides some support to that argument, showing that the number of mobile subscribers turning to their devices to find local businesses is growing by double digit percentage points.
This is good news for Internet Yellow Pages (IYPs) and other local sites because it suggests the opportunity to reach more consumers is growing quickly. This high growth illustrates that as more consumers use mobile devices to search and access content, they are continuing to rely on Yellow Pages’ convenient and reliable business listings to help them find local businesses on-the-go.
So what do these results mean for advertisers?
The data shows that in addition to the benefits of advertising with IYPs to attract those searching for business information on their personal computers, local businesses are receiving added value in online listings being accessible to a growing number of mobile users.
The report provided additional contexts about the ways consumers reach business directories on their mobile device. According to comScore, the mobile browser was the most common access method for users, with 10.8 million subscribers in March 2010 and 21 percent year-over-year growth. But even as the browser remained the most used mobile feature for access, apps grew at a more rapid pace with 42 percent year-over-year growth, totaling 4.1 million subscribers in March 2010. These results indicate that IYP reach is not limited to a specific platform within the mobile category, but accessible to a broad range of mobile users.
The research also found that consumers accessing business directories via mobile represent a younger, wealthier, and content-hungry base to advertisers:
- 58% are 34 or younger.
- Over half of those have a household income in excess of $75,000.
These are attractive figures for local businesses seeking to better position themselves to attract local leads.
As local businesses look for new ways to maximize advertising opportunities in today’s changing media landscape, Yellow Pages continue to provide attractive platforms to reach important consumer bases as they increasingly adopt digital and mobile. And as this new study shows, an integrated approach pays offs when listings on one platform are easily accessible on others—giving advertisers added exposure and more bang for their buck.