Search Engines Trump Yellow Pages
It looks like search engines have officially trumped the Yellow Pages when it comes to customers looking for local businesses. Data from comScore and TMP Directional Marketing shows that this year more people are turning to search engines after last year’s showed that Yellow Pages were on top.
What the Data Shows
While most people still use a variety of different methods to find a local business, the study found what people seem to prefer as their first choice for doing so:
1. Search Engines (31%)
2. Print Yellow Pages or White Pages (30%)
3. Internet Yellow Pages Sites (19%)
4. Local Search Sites (11%)
Last year’s numbers had Print Yellow Pages at 33% and search engines at 30%. When it comes to online habits of consumers, the study shows that more people turn to the Internet Yellow Pages sites than the Local search sites like Google Maps and Yahoo Local, but I suspect the reason for this is that they don’t have to go to the actual local search sites to get the same results. If you search Google for a local business, you are likely to get the Google Maps results right at the top. The same goes for Yahoo (both illustrated below with a search for “pizza, lexington, ky”).