Local Search Growing Faster Than General Search
http://www.clickz.com/clickz/news/1705653/local-search-growing-faster-than-general-search
The use of localized search services such as Internet Yellow Pages is outpacing generalized Web search when people are looking for location-specific products, services and information, says a new study.
The study, performed by comScore Networks and commissioned by TMP Directional Marketing, found that local search grew 24 percent this year, while general search on Google, Yahoo, MSN and other sites grew at 14 percent.
The study also found that 82 percent of the people using local Web search sites follow up their research with offline action, including in-store visits, phone calls, e-mails or purchases. TMPDM said the finding shows advertisers cannot ignore the importance of integrating their online and offline marketing and advertising efforts.
TMPDM CEO Stuart McKelvey said 61 percent of those using local search sites eventually made purchases. He also noted that while print directory advertising, a $15 billion per year industry, remains larger than online local search, estimated to be a $9 billion market, print is static while online is growing. <CLICK HERE TO READ ARTICLE>
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