Welcome!

API Journal Authors: Elizabeth White, Kevin Benedict, Anders Wallgren, Amit Golander, Jerome McFarland

News Feed Item

New Findings from YP Sponsored Study with Street Fight Reveals that Emerging Segment of ‘Avid Local Search Users’ Perform More Than 50 Percent of All Local Searches

A new study sponsored by YP, the largest local search, media and advertising company in North America, released today on “How Consumers are Using Local Search,” reveals an emerging group of local search users - early adopters who lead the way in frequency and volume of local searches across multiple devices. This group, known as Avid Local Search Users (Avid Users), makes up 24 percent of all local searchers yet conducts more than 50 percent of all local searches. The report identifies and profiles Avid Users, sheds light on their search behaviors, and reveals trends about the future of local search activity across multiple devices.

In collaboration with Street Fight, a media, events and research company focused on hyperlocal marketing trends, YP commissioned Dr. Phil Hendrix, founder and director of immr, a leading research and consulting firm, to head up the research and author the study that surveyed more than 1,100 consumers.

Behaviors of Avid Local Search Users Provide Insights into the Future of Local Search

Avid Users are much more likely to search for local businesses, across each of the devices they own, compared to the rest of the users surveyed, known as Average Local Search Users (Average Users). For example, 85 percent of Avid Users who own a tablet do a local search daily, compared to only 15 percent of Average Users with tablets. Similarly, 86 percent of Avid Users who own a smartphone do a local search daily on that device (compared with only 19 percent of Average Users who own a smartphone).

Demographic Comparison: Avid Users vs. Average Users

Both Avid Users and Average Users are evenly split between men and women. However, compared to the rest of the users surveyed, Avid Users are more likely to be fully employed (72 percent vs. 49 percent); are more likely to be college graduates (57 percent vs. 47 percent); and tend to be younger (51 percent vs. 32 percent between the ages of 21 and 35).

“This study reinforces our understanding that there are consumers who rely on different devices for different stages of the local search process – from browsing and planning to decision-making and connecting with businesses,” said Rohan Chandran, Executive Director of Consumer Products, at YP. “Understanding this emerging segment of Avid Users can provide insights on the local advertising ecosystem and could help merchants develop multi-screen search strategies for targeting a highly engaged audience. These findings complement the search trends we’re tracking on the YP.com SM site and YPSM apps to better define the role and opportunity for each device in connecting merchants with potential customers.”

Avid Users Reflect Early Adopter Behaviors

Avid Users are much more likely to use mobile shopping apps (91 percent vs. 53 percent of Average Users) and to purchase daily deal offers (38 percent vs. 10 percent). Avid Users are also active participants in social media – more than half have checked in to a location using Foursquare or a similar service and have posted a review of a business or product on a review site.

“The behaviors of Avid Users are similar to the behaviors of early adopters,” added Dr. Hendrix. “It’s crucial to understand early adopter behaviors, as they provide a glimpse into the future of how the majority of consumers will be conducting local searches with multiple devices – which has implications for businesses and the entire local search industry. As consumers’ needs and expectations for local search diversify across devices, providers and businesses will need to adapt search solutions accordingly.”

“Local search continues to deliver an increasingly sophisticated means of hyperlocal marketing to the local consumer,” said Laura Rich, CEO of Street Fight. “This report reveals a growing opportunity for businesses in this industry and for local businesses and marketers to efficiently draw consumers to their products and services.”

About the Study

Conducted online with a sample of more than 1,100 respondents, the study examines how individuals search and what they search for across 11 product and services categories. The report, “How Consumers are Using Local Search,” reflects the rapidly changing nature of the $7 billion local search market as a proliferation of choices beyond the search engine have emerged to provide alternate methods of connecting consumers and local businesses. The report discusses a number of factors influencing usage, ranging from always-on devices combined with increasingly rich local content, to consumer needs and relevance.

“How Consumers are Using Local Search” is available for download at http://corporate.yp.com/local-search-report and http://bit.ly/R7rxZt.

Dr. Hendrix and Rohan Chandran will conduct a webinar on November 14 to discuss findings from the research and white paper. To register, sign up here.

About YP

YP is North America's largest local search, media and advertising company. Its mission is to help small businesses and communities grow. Millions of searches occur daily using YP products to find, compare and select local merchants. The company's flagship consumer brands include the YP.com℠ site, a top 40 U.S. Web domain, the highly rated YP℠ app and the YP Real Yellow Pages directory, the largest Yellow Pages directory in the world by revenue.

The company's wide range of print and digital advertising products are designed to address the evolving local search needs of consumers and help advertisers grow their business. The YP℠ Local Ad Network provides advertisers with an opportunity to reach more than 180 million monthly users across over 300 affiliated online and mobile publishers. Through customized campaigns designed by expert advisors, YP provides local businesses with one of the most cost effective sources for consumer leads.

YP products and service are backed by thousands of media consultants and customer service professionals in local markets across the US with supporting relationships with 700,000 businesses.

For more information, go to http://yp.com or follow us on Twitter @YP.

About Street Fight

Street Fight is a media, events, and research company focused on the business of hyperlocal marketing and technology. Launched in April 2011, the Street Fight website and Street Fight Daily newsletter provide daily essential news, commentary, case studies and how-to articles for businesses to succeed in hyperlocal. The Street Fight Summit conferences are must-attend events in New York and San Francisco, bringing together top minds to discuss the leading topics of the day and make important new business connections.

Street Fight Insights conducts research and analysis on industry trends within hyperlocal marketing. Drawing on the direct experiences of participants in this dynamic ecosystem combined with powerful data from original and existing sources, StreetFight Insights publications feature the knowledge and best practices required to succeed.

For more information, go to http://streetfightmag.com or follow us on Twitter @streetfightmag.

About immr

Dr. Phil Hendrix is an industry analyst and founder and director of immr, a leading research and consulting firm. Dr. Hendrix conducts research and advises clients on strategies and opportunities enabled by mobile devices, platforms and services. Recent analyst reports have examined hyperlocal advertising, Consumers’ “Digital Signals” (from mobile, digital and other sources), how the combination of Social, Location and Mobile is transforming shopping and disrupting retailing and advertising, tablets, and innovation enabled by location-based mobile capabilities.

Using a range of research tools and methods, immr helps clients uncover and validate customer needs, position and differentiate new products and services, and accelerate market acceptance. Most of their work focuses on innovative products and services that are “new-to-market.”

For more information, go to http://immr.org, follow us on Twitter at @phil_hendrix, or contact Dr. Hendrix at [email protected].

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
The IoTs will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm and share the must-have mindsets for removing complexity from the development proc...
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
A critical component of any IoT project is the back-end systems that capture data from remote IoT devices and structure it in a way to answer useful questions. Traditional data warehouse and analytical systems are mature technologies that can be used to handle large data sets, but they are not well suited to many IoT-scale products and the need for real-time insights. At Fuze, we have developed a backend platform as part of our mobility-oriented cloud service that uses Big Data-based approache...
trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vice president of product management, IoT solutions at GlobalSign, will teach IoT developers how t...
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.