Search Engine Marketing

Urban YP usage remains strong

New research from analyst firm Market Authority shows that print Yellow Pages usage not only remains strong in rural areas, but is also a key player in the local search experience in urban locations too.   Market Authority conducted more than 39,000 live interviews across the country with both urban and rural consumers. Their research found that perceptions of low print Yellow Pages usage among urbanites are “highly exaggerated.” The firm found that 67% of consumers in urban households report using the print directory at least occasionally when searching for local businesses.

Yellow Pages is now online as
Results from rural markets were even stronger, with nearly 90% of consumers interviewed reporting they use print directories at least occasionally when searching for local businesses. Across both urban and rural markets, Market Authority found that print usage skews much higher with baby boomers and seniors.

The annual Local Media Tracking Survey, which was conducted by independent research firm Burke, released data in July 2012 showing that; print and Internet Yellow Pages are highly consulted sources of local business information. It details that 74% of consumers in urban areas say they searched a print or Internet Yellow Pages in the past year.  Market Authority research also shows reach among consumers living in rural areas is stronger with 83% using print or Internet Yellow Pages in the past year.  

“Our research suggests that print Yellow Pages should still be a key part of an SMB’s budget in urban areas and should still dominate the budget in a rural areas.” said Steve Sitton, president of Market Authority.
The research continues to demonstrate that a balanced, integrated and multi-platform approach to local advertising is essential to any local business market plan and SEM professional.  

Data source:

Market Authority Inc. Ref: Article from the Local Search Insider, December 05, 2012.

Required reference:

‘YouCom Direct News Article, Dec 2012, London, Urban YP usage remains strong’.



Matt Roberts