Wearables Authors: Elizabeth White, Liz McMillan, Pat Romanski, Carmen Gonzalez, Yeshim Deniz

News Feed Item

Year in Review: YP℠ Local Insights Digital Report Reveals Consumer and Advertiser Local Search Trends

YP, North America’s largest local search, media and advertising company, today released its YP℠ Local Insights Digital Report: Year in Review. The end-of-year report uncovers trends across the rapidly-evolving local advertising ecosystem, including changing mobile search behavior, top search terms and top-growing local advertiser categories of the year. Published quarterly, the YP℠ Local Insights Digital Report focuses on data from the YP℠ Local Ad Network, which generated more than 2.2 billion searches over the past year and powers local for 300+ online and mobile publishers.i

“This year, more than ever, we witnessed the impact of how mobile lifestyles are changing the way consumers search for a merchant and when,” said Ken Ray, Chief Marketing Officer at YP. “Our findings reveal that consumers are relying on smartphones for more than just time-sensitive needs, which is a shift from traditional mobile search. This change in behavior is creating an intersection for YP and the rest of the search and advertising industry to connect consumers and local businesses in new ways.”

Key Findings from the Year in Review include:

Changing Mobile Search Behavior and Preferences

  • Mobile is Driving Local Search Growth: In the past year, users made an average of 350,000 more local searches every day across the YP℠ Local Ad Network compared to the prior year. This growth was primarily fueled by mobile searches, which grew 25 percent in the same time period, and now account for 30 percent of all searches on the YP℠ Local Ad Network. Many of these searches were made on YPmobile® products, the marquee mobile properties of the Network, where searches grew an impressive 161 percent vs. the prior year.ii
  • Mobile Lifestyles are Changing Search Behavior: Evidence of this can be seen in the growth of YP℠ searches in categories that are not related to proximity or urgency, which are factors that typically lead to a mobile search. Categories like industrial manufacturing and party planning have experienced a year-over-year mobile search growth rate of 105 and 90 percent respectivelyiii. This indicates that consumers are opting to make their mobile device their primary means of search whether their need is immediate or not.
  • iPad and Android Search Growth is Outpacing iPhone: Across YPmobile® apps, the number of iPad and Android device searches each grew more than 200 percent compared to the prior year while iPhone searches grew 58 percent compared to the same time periodiv.

What Consumers Are Searching For and When

  • Medical and healthcare-related searches outpace restaurant search growth: While restaurants, financial services and auto repair and services were the top-searched categories of the past year, the report found that medical and healthcare-related searches grew 61 percent year-over-year, led by pharmacies, the top-growing category across the YP℠ Local Ad Network (144 percent). This compares to 13 percent growth in restaurant searches during the same period. Restaurant searches, however, contributed 10 percent of total searches and were the most searched, clicked and called category online, on mobile devices and on tablets.v
  • Seasonality Drives Local Search: Consumer searches are influenced by a number of seasonal factors including holidays, events, weather changes and more. Out of the 4,600 YP℠ search categories, 39 percent experience some degree of seasonality impact, where their peak weeks of business see at least two to three times their usual search traffic, and 10 percent of categories experience a high degree of seasonality, with peaks greater than three times their averagevi.

Local Businesses Invest in Reaching their Communities

  • Local Businesses Invest in More Ways to Reach Customers: Top growing business categories based on number of advertisers were antiques (59 percent), gift shops (35 percent) and art (25 percent). Annual growth in the number of advertisers in a category may indicate that more of these businesses started up over the past year or that more of these businesses began to spend money on advertising to attract more customers.vii
  • Generating Leads for Local Businesses: Across the Network, for every 10 clicks on a business listing, an average of one call is also made to a business. The top-clicked categories of the year are restaurants, auto parts and building contractors.viii
  • Urgency Drives Calls to Businesses: Bus lines, car rental and auto parts are among the categories with the lowest clicks-to-call ratio over the past year. In general, the categories that convert clicks to calls the best (i.e., lowest clicks per call ratio) are those that service an urgent need.

Get access to these insights and the full report here: http://corporate.yp.com/localinsightsq4.

About the YP Local Insights Digital Report

The YP℠ Local Insights Digital Report reflects on the rapidly-evolving online and mobile local advertising ecosystem, as mobile search emerges to provide additional ways of connecting consumers and local businesses. This Insights Report is based on internal data from more than 2.2 billion searches and 39 billion impressions from a full year across the YP℠ Local Ad Network’s 300+ online, mobile, IPTV and directory assistance publishers.

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 is 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 media consultants, YP provides local businesses with one of the most cost effective sources for consumer leads.

YP products and services are backed by thousands of media consultants in local markets across the US with relationships spanning over 600,000 businesses. An affiliate of Cerberus Capital Management, L.P., one of the world's leading private investment firms, recently acquired a controlling interest in YP from AT&T.

Keep tabs on YP updates on Facebook: www.facebook.com/YP or by following @YP on Twitter.


i YP Internal sources, October 2011 - September 2012

ii YP internal data, October 2011 vs. October 2012.

iii YP internal data, based on category searches Q3 2011 vs. Q3 2012.

iv YP internal data, Q4 2010 - Q3 2011 vs. Q4 2011 - Q3 2012.

v YP internal data, Q4 2010 – Q3, 2012 unless otherwise noted. Numbers are averages across entire category and do not reflect individual performance. Past performance cannot be used to predict future performance.

vi YP internal data, Q4 2011 – Q3 2012. Categories listed have peak seasons at least 6 weeks long. Numbers are averages across entire category and do not reflect individual performance. Past performance cannot be used to predict future performance.

vii YP internal data, based on number of advertisers, Q4 2010 - Q3 2011 vs. Q4 2011 – Q3 2012. Minimum 200 advertisers.

viii YP internal data, Q3 2011-Q2 2012. Categories with call tracking and minimum of 10,000 calls over 12 month period.

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 explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
Intelligent machines are here. Robots, self-driving cars, drones, bots and many IoT devices are becoming smarter with Machine Learning. In her session at @ThingsExpo, Sudha Jamthe, CEO of IoTDisruptions.com, will discuss the next wave of business disruption at the junction of IoT and AI, impacting many industries and set to change our lives, work and world as we know it.
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, discussed the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filterin...
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.