|By Business Wire||
|October 30, 2012 09:32 AM EDT||
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.
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.
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.
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.
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.”
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Mar. 27, 2017 09:45 PM EDT Reads: 3,631
Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, represent...
Mar. 27, 2017 08:15 PM EDT Reads: 6,317
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
Mar. 27, 2017 07:45 PM EDT Reads: 2,193
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
Mar. 27, 2017 07:30 PM EDT Reads: 4,588
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Mar. 27, 2017 02:45 PM EDT Reads: 1,975
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Mar. 27, 2017 02:30 PM EDT Reads: 4,037
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
Mar. 27, 2017 02:00 PM EDT Reads: 2,080
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
Mar. 27, 2017 01:15 PM EDT Reads: 756
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
Mar. 27, 2017 01:00 PM EDT Reads: 1,499
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
Mar. 27, 2017 12:45 PM EDT Reads: 1,413
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Mar. 27, 2017 11:15 AM EDT Reads: 2,400
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
Mar. 27, 2017 10:30 AM EDT Reads: 3,029
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
Mar. 27, 2017 10:30 AM EDT Reads: 3,179
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Mar. 27, 2017 09:30 AM EDT Reads: 2,139
There are 66 million network cameras capturing terabytes of data. How did factories in Japan improve physical security at the facilities and improve employee productivity? Edge Computing reduces possible kilobytes of data collected per second to only a few kilobytes of data transmitted to the public cloud every day. Data is aggregated and analyzed close to sensors so only intelligent results need to be transmitted to the cloud. Non-essential data is recycled to optimize storage.
Mar. 27, 2017 08:15 AM EDT Reads: 3,130
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Mar. 27, 2017 08:00 AM EDT Reads: 4,371
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you ...
Mar. 27, 2017 02:15 AM EDT Reads: 4,318
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
Mar. 27, 2017 01:45 AM EDT Reads: 3,064
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Mar. 27, 2017 01:15 AM EDT Reads: 1,997
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Mar. 27, 2017 12:45 AM EDT Reads: 2,319