According to this post, ad agency TMP Directional Media conducted an online survey with comScore that showed a parallel phenomenon in the service sector. The survey, which had 3,000 respondents, sought to capture consumer attitudes and behavior toward traditional local media (print yellow pages) and local search.
Here are some of the high level findings:
82% of Local Searchers follow up offline via an in-store visit, phone call, or purchase, emphasizing the importance for marketers to integrate their on and offline information. Of these, 61% made purchases.
33% of all consumers still consider print yellow pages as their primary source of local business info, and 90% feel it’s valuable because it gives more information such as accurate phone numbers.
The LS business grew 20% this year, 40% faster than general searches on Google, Yahoo, MSN and others.
Internet Yellow Page and local searchers are savvy and fairly affluent.
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