Welcome!

iPhone Authors: Elizabeth White, Pat Romanski, Tim Hinds, Liz McMillan, Andreas Grabner

News Feed Item

Year in Review: YP℠ Local Insights Digital Report Reveals Consumer and Advertiser Local Search Trends

YP, North America’s largest local search, media and advertising company, today released its YP℠ Local Insights Digital Report: Year in Review. The end-of-year report uncovers trends across the rapidly-evolving local advertising ecosystem, including changing mobile search behavior, top search terms and top-growing local advertiser categories of the year. Published quarterly, the YP℠ Local Insights Digital Report focuses on data from the YP℠ Local Ad Network, which generated more than 2.2 billion searches over the past year and powers local for 300+ online and mobile publishers.i

“This year, more than ever, we witnessed the impact of how mobile lifestyles are changing the way consumers search for a merchant and when,” said Ken Ray, Chief Marketing Officer at YP. “Our findings reveal that consumers are relying on smartphones for more than just time-sensitive needs, which is a shift from traditional mobile search. This change in behavior is creating an intersection for YP and the rest of the search and advertising industry to connect consumers and local businesses in new ways.”

Key Findings from the Year in Review include:

Changing Mobile Search Behavior and Preferences

  • Mobile is Driving Local Search Growth: In the past year, users made an average of 350,000 more local searches every day across the YP℠ Local Ad Network compared to the prior year. This growth was primarily fueled by mobile searches, which grew 25 percent in the same time period, and now account for 30 percent of all searches on the YP℠ Local Ad Network. Many of these searches were made on YPmobile® products, the marquee mobile properties of the Network, where searches grew an impressive 161 percent vs. the prior year.ii
  • Mobile Lifestyles are Changing Search Behavior: Evidence of this can be seen in the growth of YP℠ searches in categories that are not related to proximity or urgency, which are factors that typically lead to a mobile search. Categories like industrial manufacturing and party planning have experienced a year-over-year mobile search growth rate of 105 and 90 percent respectivelyiii. This indicates that consumers are opting to make their mobile device their primary means of search whether their need is immediate or not.
  • iPad and Android Search Growth is Outpacing iPhone: Across YPmobile® apps, the number of iPad and Android device searches each grew more than 200 percent compared to the prior year while iPhone searches grew 58 percent compared to the same time periodiv.

What Consumers Are Searching For and When

  • Medical and healthcare-related searches outpace restaurant search growth: While restaurants, financial services and auto repair and services were the top-searched categories of the past year, the report found that medical and healthcare-related searches grew 61 percent year-over-year, led by pharmacies, the top-growing category across the YP℠ Local Ad Network (144 percent). This compares to 13 percent growth in restaurant searches during the same period. Restaurant searches, however, contributed 10 percent of total searches and were the most searched, clicked and called category online, on mobile devices and on tablets.v
  • Seasonality Drives Local Search: Consumer searches are influenced by a number of seasonal factors including holidays, events, weather changes and more. Out of the 4,600 YP℠ search categories, 39 percent experience some degree of seasonality impact, where their peak weeks of business see at least two to three times their usual search traffic, and 10 percent of categories experience a high degree of seasonality, with peaks greater than three times their averagevi.

Local Businesses Invest in Reaching their Communities

  • Local Businesses Invest in More Ways to Reach Customers: Top growing business categories based on number of advertisers were antiques (59 percent), gift shops (35 percent) and art (25 percent). Annual growth in the number of advertisers in a category may indicate that more of these businesses started up over the past year or that more of these businesses began to spend money on advertising to attract more customers.vii
  • Generating Leads for Local Businesses: Across the Network, for every 10 clicks on a business listing, an average of one call is also made to a business. The top-clicked categories of the year are restaurants, auto parts and building contractors.viii
  • Urgency Drives Calls to Businesses: Bus lines, car rental and auto parts are among the categories with the lowest clicks-to-call ratio over the past year. In general, the categories that convert clicks to calls the best (i.e., lowest clicks per call ratio) are those that service an urgent need.

Get access to these insights and the full report here: http://corporate.yp.com/localinsightsq4.

About the YP Local Insights Digital Report

The YP℠ Local Insights Digital Report reflects on the rapidly-evolving online and mobile local advertising ecosystem, as mobile search emerges to provide additional ways of connecting consumers and local businesses. This Insights Report is based on internal data from more than 2.2 billion searches and 39 billion impressions from a full year across the YP℠ Local Ad Network’s 300+ online, mobile, IPTV and directory assistance publishers.

About YP

YP is North America's largest local search, media and advertising company. Its mission is to help small businesses and communities grow. Millions of searches occur daily using YP products to find, compare and select local merchants. The company's flagship consumer brands include the YP.com℠ site, a top 40 U.S. Web domain, the highly rated YP℠ app and the YP Real Yellow Pages directory, the largest Yellow Pages directory in the world by revenue.

The company's wide range of print and digital advertising products is designed to address the evolving local search needs of consumers and help advertisers grow their business. The YP℠ Local Ad Network provides advertisers with an opportunity to reach more than 180 million monthly users across over 300 affiliated online and mobile publishers. Through customized campaigns designed by media consultants, YP provides local businesses with one of the most cost effective sources for consumer leads.

YP products and services are backed by thousands of media consultants in local markets across the US with relationships spanning over 600,000 businesses. An affiliate of Cerberus Capital Management, L.P., one of the world's leading private investment firms, recently acquired a controlling interest in YP from AT&T.

Keep tabs on YP updates on Facebook: www.facebook.com/YP or by following @YP on Twitter.

__________________________________________

i YP Internal sources, October 2011 - September 2012

ii YP internal data, October 2011 vs. October 2012.

iii YP internal data, based on category searches Q3 2011 vs. Q3 2012.

iv YP internal data, Q4 2010 - Q3 2011 vs. Q4 2011 - Q3 2012.

v YP internal data, Q4 2010 – Q3, 2012 unless otherwise noted. Numbers are averages across entire category and do not reflect individual performance. Past performance cannot be used to predict future performance.

vi YP internal data, Q4 2011 – Q3 2012. Categories listed have peak seasons at least 6 weeks long. Numbers are averages across entire category and do not reflect individual performance. Past performance cannot be used to predict future performance.

vii YP internal data, based on number of advertisers, Q4 2010 - Q3 2011 vs. Q4 2011 – Q3 2012. Minimum 200 advertisers.

viii YP internal data, Q3 2011-Q2 2012. Categories with call tracking and minimum of 10,000 calls over 12 month period.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
SYS-CON Media announced that Splunk, a provider of the leading software platform for real-time Operational Intelligence, has launched an ad campaign on Big Data Journal. Splunk software and cloud services enable organizations to search, monitor, analyze and visualize machine-generated big data coming from websites, applications, servers, networks, sensors and mobile devices. The ads focus on delivering ROI - how improved uptime delivered $6M in annual ROI, improving customer operations by mining large volumes of unstructured data, and how data tracking delivers uptime when it matters most.
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
Things are being built upon cloud foundations to transform organizations. This CEO Power Panel at 15th Cloud Expo, moderated by Roger Strukhoff, Cloud Expo and @ThingsExpo conference chair, addressed the big issues involving these technologies and, more important, the results they will achieve. Rodney Rogers, chairman and CEO of Virtustream; Brendan O'Brien, co-founder of Aria Systems, Bart Copeland, president and CEO of ActiveState Software; Jim Cowie, chief scientist at Dyn; Dave Wagstaff, VP and chief architect at BSQUARE Corporation; Seth Proctor, CTO of NuoDB, Inc.; and Andris Gailitis, C...
SYS-CON Events announced today that CodeFutures, a leading supplier of database performance tools, has been named a “Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. CodeFutures is an independent software vendor focused on providing tools that deliver database performance tools that increase productivity during database development and increase database performance and scalability during production.
SYS-CON Events announced today that ActiveState, the leading independent Cloud Foundry and Docker-based PaaS provider, has been named “Silver Sponsor” of SYS-CON's DevOps Summit New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. ActiveState believes that enterprises gain a competitive advantage when they are able to quickly create, deploy and efficiently manage software solutions that immediately create business value, but they face many challenges that prevent them from doing so. The Company is uniquely positioned to help address these challenges thro...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Dale Kim is the Director of Industry Solutions at MapR. His background includes a variety of technical and management roles at information technology companies. While his experience includes work with relational databases, much of his career pertains to non-relational data in the areas of search, content management, and NoSQL, and includes senior roles in technical marketing, sales engineering, and support engineering. Dale holds an MBA from Santa Clara University, and a BA in Computer Science from the University of California, Berkeley.
SYS-CON Media announced that Cisco, a worldwide leader in IT that helps companies seize the opportunities of tomorrow, has launched a new ad campaign in Cloud Computing Journal. The ad campaign, a webcast titled 'Is Your Data Center Ready for the Application Economy?', focuses on the latest data center networking technologies, including SDN or ACI, and how customers are using SDN and ACI in their organizations to achieve business agility. The Cisco webcast is available on-demand.
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., showed what is needed to leverage the IoT to transform your business. He discussed opportunities and challenges ahead for the IoT from a market and technical point of vie...
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the technology industry and how do they see opportunities for other women in their area of expertise.
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Advanced Persistent Threats (APTs) are increasing at an unprecedented rate. The threat landscape of today is drastically different than just a few years ago. Attacks are much more organized and sophisticated. They are harder to detect and even harder to anticipate. In the foreseeable future it's going to get a whole lot harder. Everything you know today will change. Keeping up with this changing landscape is already a daunting task. Your organization needs to use the latest tools, methods and expertise to guard against those threats. But will that be enough? In the foreseeable future attacks w...
As enterprises move to all-IP networks and cloud-based applications, communications service providers (CSPs) – facing increased competition from over-the-top providers delivering content via the Internet and independently of CSPs – must be able to offer seamless cloud-based communication and collaboration solutions that can scale for small, midsize, and large enterprises, as well as public sector organizations, in order to keep and grow market share. The latest version of Oracle Communications Unified Communications Suite gives CSPs the capability to do just that. In addition, its integration ...
“The age of the Internet of Things is upon us,” stated Thomas Svensson, senior vice-president and general manager EMEA, ThingWorx, “and working with forward-thinking companies, such as Elisa, enables us to deploy our leading technology so that customers can profit from complete, end-to-end solutions.” ThingWorx, a PTC® (Nasdaq: PTC) business and Internet of Things (IoT) platform provider, announced on Monday that Elisa, Finnish provider of mobile and fixed broadband subscriptions, will deploy ThingWorx® platform technology to enable a new Elisa IoT service in Finland and Estonia.
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...