INTERNET Visitors:
28,981 per month
INTERNET Page Views:
118,410
per month
INTERNET Ad Impressions:
579,299
per month
TARGETED MEDIA: | Business |
Physical Reach: International
Media Type:
Internet
Advertising Opportunities:
Banners E-Mail
Client Type:
Gay and Lesbian
Male/Female Ratio:
60% Men / 40% Women
Average Age: 33
RECENT ARTICLE Yellow Earns Its Stripes,
Directories Yield More Than Search
MORE CONSUMERS SEARCHING FOR LOCAL services or merchants turn to
search engines than Internet Yellow Pages, but those who use an online
Yellow Pages are more likely to convert to buyers, at least in five
categories - the automotive industry, financial services, drugstores, home
and garden, and restaurants--according to a report by the Yellow Pages
Association and comScore, expected to be unveiled today.
For the study, comScore analyzed the searches by 1.5 million consumers
on its panel throughout all of 2004. The study defined local search as a
search conducted by querying on both a keyword and the name of a city,
state, or a ZIP code or telephone number, at America Online, Ask Jeeves,
Google, MSN, or Yahoo! (excluding the sites' Yellow Pages sections).
Researchers also looked at 150 Internet Yellow Pages sites.
Search engines accounted for 66 percent of local searchers in the five
categories studied, while Internet Yellow Pages sites and Yellow Pages
channels accounted for 34 percent of local searches.
But searchers who used an online business directory were more likely
than those who used local search engines to engage in certain
transactions online, including renting a car, filling a pharmaceutical
prescription, and purchasing furniture. Those who used local search
engines were more likely to convert by applying for a credit card or
mortgage, making a food or beverage purchase, buying art, and other
activities.
"No one player has all the tools to provide a fantastic experience for the
consumer themselves," said Neg Norton, president of the Yellow Pages
Association. "The consumer behavior on an IYP [Internet Yellow Pages]
site is very similar to consumer behavior using the print Yellow Pages," he
added. "It is a ready-to-buy consumer."
Within the car, drugstore, house and garden, and restaurant categories,
Internet Yellow Pages users who convert spend more money per purchase
on average than do converting local search engine users. For instance, in
the health and beauty category, online directory users spend an average
of $80 per month online, compared to local search engine users' $65,
while for home and garden purchases, Internet Yellow Pages users spend
an average of $118 online each month, compared to $99 by local
searchers.
The report also revealed that consumers who use Internet Yellow Pages
are 10 to 15 percent more likely than search engine users to have a
household income greater than $75,000.
