February 2, 2009
Forrester Ranks Yellow Pages High Among the ‘Hyperlocal’
Forrester Research has just released a new report entitled “Is Hyperlocal Hype or Happening?” using data from their North American Technographics® Media, Marketing, Consumer Technology, Healthcare, and Automotive Benchmark Survey, Q3 2008.
This report points out some interesting results on the search behavior of U.S. consumers. When asked “which resourse(s) do you use to find listings for local businesses?” Yellow Pages directories were the preferred choice of online consumers at 66% compared to 34% for Internet search engines. For offline consumers, Yellow Pages directories were preferred 74% of the time compared to 36% for local newspapers.
Internet Yellow Pages results were almost identical to Internet search engines with respect to online consumers with 31% of online consumers using IYP to find listings for local businesses.
These results from an objective third party source reinforce the Yellow Pages’ positioning as the primary source for local business listing information.