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BizReport : Search Marketing : October 24, 2006
Information Leads Local Search
Think more consumers are randomly searching for information from search engines? Not necessarily. Research from comScore indicates that about millions of consumers want specific information from online portals. Information on retailers, store locations and contact information and are letting the fingers do the walking online.
The comScore report focused on online yellow pages searches and found that about 68 million users performed an Internet Yellow Pages (IYP) search in July. That is a 46% increase over July 2005 search numbers.
For local search providers and local search advertisers this is a very good sign. It means more and more users are turning to the Internet for local information. Many of these users also search locally from their mobiles, and these users have an even higher rate of conversion.
European users are still more likely to access Internet information from mobile phones. About 29% of mobile users in Europe have accessed information via their phones; in the U.S. only about 19% use phones for Internet access.
Yahoo and Verizon local search sites received the most traffic with Yahoo taking 23.9% and Verizon SuperPages taking 20.1% of the searches. Rounding out the top five are Google sites (12.5%), YellowPages.com (12%) and Time Warner Network (7.7%).
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