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September 26, 2006
Consumers in Sweden and the
Netherlands Lead Other Countries in the Adoption of Online Yellow
Pages and Local Search, According to The Kelsey Group
Research reveals
key differences in how consumers around the world find local shopping
information, indicating that no single global local search strategy
applies to all regions.
Princeton, NJ (September 26, 2006) --
New research from The Kelsey Group indicates consumers in Sweden
and the Netherlands are more inclined to turn to online local advertising
sources, such as Internet Yellow Pages and local search, than consumers
in other European Union countries, the United States, New Zealand
and Australia.
“As we collect data from around the world,
it is becoming very clear that there are vast differences in how
consumers are finding local shopping information, which suggests
there is no one global local search strategy,” said Neal Polachek,
senior vice president, research and consulting, The Kelsey Group.
The research, conducted in conjunction with Buxton
Independent Consulting, indicates online Yellow Pages and local
search are clearly gaining traction in Sweden and the Netherlands—two
highly technologically advanced countries—where consumers
turn first for local business information to:
- Sweden: print Yellow Pages (33%); online Yellow Pages (30%);
local search (17%)
- The Netherlands: print Yellow Pages (28%); online Yellow Pages
(11%); local search (25%)
By comparison, consumers in other regions around
the world are significantly more inclined to turn first to print
Yellow Pages to find a local business:
- EU Countries (the U.K., Spain, France, Italy and Germany): 52%
on average
- Australia, New Zealand and the U.S.: Each more than 60%
The complexities of local search and online local
media will be the primary discussion topic at The Kelsey Group’s
Interactive Local Media 2006 (ILM:06) conference, Nov. 29 - Dec.
1, 2006, Philadelphia, Pennsylvania. For more information about
this event, visit http://www.kelseygroup.com/ilm2006.
Research Methodology
This research was conducted in conjunction with The Kelsey Group’s
ongoing initiatives to understand the evolving local advertising
marketplace. It is part of a tracking study conducted every six
months to identify trends and direction. Markets surveyed include
Australia, France, Germany, Italy, the Netherlands, New Zealand,
Spain, Sweden, the U.K. and the U.S. The research methodology entails
500 completed telephone interviews per market with heads of household
(U.S. 1,000).
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising and online local
media. Founded in 1986, the company has built a reputation as the
premier analyst firm covering the directory publishing community
and the emerging local search marketplace, providing advisory services
(The Kelsey Report® and Interactive Local Media), publishing
(Global Yellow Pages™ and Local Media Journal™), consulting
(more than 300 individual assignments) and conferences (65 events).
For more information contact:
Eileen Pacheco
(781) 556-1026
eileen@tango-group.com |
