by Playfuls Staff |
9th October 2006
comScore Networks, a leader in measuring the digital age, today released the results of an analysis which studies the growth of Internet Yellow Pages (IYP) searches. [more]The study is the second in a two-part series that analyzes the growing consumer trend of researching local information online. The first study analyzed all local search behavior, while this analysis focuses on Internet Yellow Pages searches that return business directory listings. These searches occur on the Local sections of major search sites (e.g. Yahoo! Local), or on business directory listing sites (e.g. Verizon SuperPages).
This analysis revealed that 68 million U.S. Internet users performed an IYP search online in July. This represents a 46 percent increase versus year ago. When analyzing the total share of IYP searches, which by their nature have local intent, comScore's data reveals that Yahoo! Sites and Verizon SuperPages garnered the largest share, with 23.9 percent and 20.1 percent, respectively. Google Sites ranked third in IYP searches, capturing 12.5 percent, followed by Yellowpages.com with 12.0 percent.
Total Yellow Pages Searches
Total Internet 100.0%
Yahoo! Sites 23.9%
Verizon SuperPages 20.1%
Google Sites 12.5%
Yellowpages.com 12.0%
Time Warner Network 7.7%
Local.com 5.9%
InfoSpace Network 5.1%
Dexonline.com 4.1%
