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The Kelsey Report® Advisory

International User Research Shows YP Strong, Search Emerging
Neal Polachek , 10/27/2005

SUMMARY: The Kelsey Group recently completed two significant pieces of consumer research focused on understanding how users utilize local directional media for looking up and finding local businesses. The research, which was conducted in the United States and Europe in conjunction with Buxton Independent Consulting and JS Consulting, shows clear evidence that many consumers are aware of and using online Yellow Pages and search engines to look up and find local businesses. As one might expect, usage variances among these media can be tied fairly closely to different age, income and geographic groupings. While the data do suggest a competitive threat to print Yellow Pages from search and, to a lesser extent, online directories, users remain relatively loyal to print versions. This is evidenced by their inclination to use print directories first when looking up or finding a local business. While these findings may be encouraging to print Yellow Pages companies, any complacency among U.S. and European publishers will be quickly exploited by online players, whose ultimate fortunes are tied to creating a more compelling user experience. After all, as the data indicate, the search players are not having trouble getting users to try their online alternatives to print directories.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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