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Local InsightsDIGITAL REPORT
Q1 2013
The YPSM Local Insights Digital Report is focused on uncovering trends across the rapidly evolving local advertising ecosystem. This Insights Report is based on internal data from over 561 million searches and over 9.4 billion impressions in Q4 across the YPSM Local Ad Network’s 300+ online, mobile, tablet and directory assistance publishers.
The YPSM Local Ad NetworkSEARCH AND DISPLAY ADVERTISING ACROSS MOBILE AND ONLINE
1comScore Media Metrix, YP.com Network, Jan. 2013. 2YP Internal data, Jan. 2013. 3comScore Media Metrix, Top 2000 Web Domains, Jan. 2013 4Includes YP advertisers as well as those from cross-distribution relationships. All data in this report from YP Internal sources, Q1–Q4 2012, unless noted.
Read our recently published white paper, “Why Metrics Matter.” This free resource breaks down how advertising networks and web properties are reported and gives a complete assessment of the digital media landscape. Download the report at http://corporate.yp.com/whymetricsmatter.
Need to Understand How Digital Media is Measured?
annual impressions
Includes YP.com site, a top 40 online domain
searches per year
40B
listings across
4,600 business categories
18M
2.3B
CONSUMERS
60+
M
ILLION
uniq
ue u
sers
per month
ADVERTISERS
500,000+advertisers
PUBLISHERS
3 0 0 +
mobile & online publishers
unique users per
month on YPmobile® properties
23M
Local AdNetwork
YPSM
SM
2
3
4
1
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Local InsightsDIGITAL REPORT
Q1 2013
The top ten searched categories are fairly consistent on the YPSM Local Ad Network. Restaurants are always the most popular search category, typically followed by Financial Services and Beauty Services. However, this quarter Physicians and Surgeons—formerly the fi fth most popular category—grew 29% (and 92% year-over-year) and is now the second most searched category. Searches for Utilities also saw huge growth and now appear on the list for the fi rst time (see below).
What Local Searchers Are Searching For
YP internal data, based on category searches Q4 2012.
Top Category Searches
1. Restaurants
2. Physicians & Surgeons
3. Financial Services
4. Beauty Services
5. Auto Parts & Supplies
6. Auto Repair & Service
7. Real Estate
8. Building Contractors
9. Materials, Equipment & Supplies
10. Utilities
1. Restaurants
2. Beauty Services
3. Auto Parts & Supplies
4. Auto Repair & Services
5. Theaters
1. Restaurants
2. Physicians & Surgeons
3. Financial Services
4. Beauty Services
5. Auto Parts & Supplies
Top MobileSearch Catergories
Top OnlineSearch CatergoriesSearch Catergories
1. Restaurants
Top OnlineSearch Catergories
The Automotive Vertical
Automotive categories (Parts & Supplies and Repair & Services) are nearly always among the top searched mobile and online categories on the YPSM Local Ad Network. This edition of the YPSM Local Insights Digital Report (see pages 7 and 8), further dissects this vertical to give insights into what drives this consumer demand.
YP internal data, Q4 2012 vs. Q3 2012 and Q4 2011. Numbers are averages across entire category and do not refl ect individual performance. Past performance cannot be used to predict future performance.
YP internal data, based on mobile category searches Q4 2012.
YP internal data, based on online category searches Q4 2012.
Category Searches
Searches for Utilities surged 25% versus the prior quarter (see page 4) and 80% year-over-year. Formerly the sixteenth most searched category, Utilities includes Water, Electric and Gas Companies, Internet Service Providers (ISPs), Telephone and Wireless Companies, Cable and Satellite TV Providers and more.
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Local InsightsDIGITAL REPORT
Q1 2013
180,000,000
160,000,000
140,000,000
120,000,000
100,000,000
200,000,000
Growth Categories Online
1. Political Organizations ▲811%
2. Shopping Centers & Malls ▲133%
3. Dance ▲78%
4. Music Stores ▲42%
5. Engraving ▲36%
Growth Categories Mobile
1. Shoes Stores ▲44%
2. Liquor Stores ▲30%
3. Shipping Services ▲24%
4. Clothing Stores ▲17%
5. Jewelry Stores ▲16%
What Local Searchers Are Searching For
YP internal data, Q4 2012 vs. Q3 2012 and Q4 2011. Numbers are averages across entire category and do not refl ect individual performance. Past performance cannot be used to predict future performance.
Category Search Growth
Top Growth Search Categories
1. Political Organizations ▲767%
2. Shopping Centers & Malls ▲64%
3. Toy Stores ▲57%
4. Kitchen Stores ▲53%
5. Liquor Stores ▲49%
6. Music Stores ▲32%
7. Physicians & Surgeons ▲29%
8. Mining ▲26%
9. Insurance ▲25%
10. Utilities ▲25%
YP internal data, based on mobile and online searches Q4 2012 vs. Q3 2012.
Mobile searches continue to rapidly grow across the YPSM Local Ad Network. In Q4, 34% of all searches were made on a mobile device. Mobile penetration is even greater within YPSM properties, the YP.comSM
site and YPSM apps, where 40% of all searches are mobile.
Q2Q1 Q3 Q4
Mobile Search Growth
YP internal data, based on mobile and online searches Q4 2012 vs. Q3 2012.
YP internal data, based on total mobile searches, Q1–Q4 2012.Q1 Q2 Q3 Q4
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Local InsightsDIGITAL REPORT
Q1 2013
In emergency situations people are forced to fi nd supplies or businesses they don’t typically seek out. For instance, “Superstorm Sandy”, which hit the northeast in October, caused a surge in our Network for Insurance searches in New Jersey (49%) and New York (41%). Additionally, Utilities categories searches saw a 25% increase, as many residents lost key municipal services.
Superstorm Sandy
Holiday shoppers were out in force this November and December. Evidence of this can be seen in the growth of searches for Shopping Centers & Malls (64%), Toy Stores (57%), Liquor Stores (49%), as well as Candy Stores (24%), Gift Shops (18%) and Consumer Electronics (17%).
Holiday Shopping
Hi Ho, Hi Ho…Searches for Mining categories grew 26% compared to the previous quarter and were up 82% year-over-year. These categories include Oil Well Drilling and Services, Petroleum Oils, Natural Gas Equipment, and more.
Mining
What Local Searchers Are Searching For
YP internal data, Q4 2012 vs. Q3 2012 and Q4 2011. Numbers are averages across entire category and do not refl ect individual performance. Past performance cannot be used to predict future performance.
The election in November drove a huge number of searches to Political Organizations, particularly online. Interestingly, searches for this category increased by more than 100% for every state in the U.S., but not in Washington, D.C., which only grew 30%.
The Election
Quarterly Search Trends
For a more detailed look at how the election affected local search, check out our infographic “Election 2012 and Local Search” athttp://blog.corporate.yp.com.
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Local InsightsDIGITAL REPORT
Q1 2013
Where Local Searchers Search
YP internal data, based on category searches by city, 2012.
With over 2.3 billion searches per year, the YPSM Local Ad Network gives local advertisers the ability to reach consumers, no matter where their business is located. The map below illustrates how category searches on the Network were distributed among the top 50 search markets over the past year.
The cities that had the most local search growth also saw big increases in mobile searches. For instance, El Paso and Detroit residents searched for local businesses on their mobile devices 90% and 78% more, respectively, than they did in the previous year. Phoenix, however, saw the largest annual increase in mobile searches in the nation at 98%.
YP internal data, based on category searches by city, 2012 vs. 2011.
1 Houston, TX 2 Los Angeles, CA3 Chicago, IL4 Dallas, TX5 Miami, FL
Top Local Search Cities(by Total Search Volume)
1 El Paso, TX ▲63% 2 Columbia, SC ▲58%3 Arlington, TX ▲50%4 Detroit, MI ▲24%5 Memphis, TN ▲12%
Top Growing Local Search Cities
Memphis, TNMemphis, TN ▲12%
Arlington, TX Arlington, TX ▲50%
El Paso, TX El Paso, TX ▲63%
Top 50 Search Cities (by Total Search Volume)
20,000,000
5,000,000
1,000,000
Houston
New YorkChicago
San Francisco
San Diego
Los Angeles
Dallas
Miami
Nashville
Denver
AtlantaPhoenix
New Orleans
Charlotte
Philadelphia
Oklahoma City
San Antonio
Las Vegas
Austin
Indianapolis
Louisville
Boston
Detroit
Minneapolis
Memphis
Birmingham
Jacksonville
OrlandoTampa
Portland
Seattle
Salt Lake City Pittsburgh
Raleigh
Columbia
Washington, D.C.
Forth Worth
Miami, FLMiami, FL
Chicago, IL Chicago, IL
Houston, TX Houston, TX
YP internal data, total mobile & online searches by city, Q1–Q4 2012.
Reno
Wichita
Kansas City
Omaha
Little Rock
Baton Rouge
Columbus
Savannah
Tulsa
Knoxville
Cincinnati
Springfi eld
Jackson
St. Louis
Page 7 © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affi liated companies.
Local InsightsDIGITAL REPORT
Q1 2013
Spotlight: Automotive
YP internal data, based on total category searches in 2012.
Top Searched Automotive Categories
1. Auto Repair & Service
2. Automobile Salvage
3. Tire Dealers
4. Auto Parts & Supplies
5. New Car Dealers
6. Used Car Dealers
7. Motorcycle Dealers
8. Used & Rebuilt Auto Parts
9. Towing
10. Gas Stations
The Automotive vertical is one of the most important and fastest growing segments of the YPSM Local Ad Network. There were over 75 million category searches made by consumers looking for automotive related businesses over the last year, a 17% gain versus the prior year.1
1YP internal data, based on total Automotive Vertical searches, 2012 vs 2011. 2Verticals are aggregates of categories. The Automotive vertical consists of Auto Parts & Supplies, Auto Sales, Auto Service & Repair and more. Ranking is based on Q4 2012 category searches. 3Compete Digital Insights, YP Custom Auto Purchase Study, November 2012 and Compete Digital Insights Custom YP Auto Repair & Service Study, September 2012.
YP internal data. Based on total category searches in 2012 vs. 2011.
Automotive Search Growth by Platform
20122011
50,000,000
70,000,000
60,000,000
80,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
Mobile Online
According to recent surveys conducted by Compete Digital Insights, nearly 23% of all consumers used a mobile app like the YPSM app when researching auto service and for fi nding where to buy a car or truck.3
This trend is evident across the YPSM Local Ad Network. Mobile searches for automotive businesses increased by 83% in 2012 compared to 2011.
#4
213 25,930
SearchVertical2
AutomotiveCategories
AutomotiveAdvertisers
Automotive Vertical: Quick Stats
75MCategory
Searches/Year
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Local InsightsDIGITAL REPORT
Q1 2013
Spotlight: Automotive
Top Growing Automotive Categories
1. Auto Spring & Suspension ▲ 266%
2. Antique & Classic Cars ▲ 186%
3. Four Wheel Drive – Parts ▲ 140%
4. Road Service ▲ 128%
5. Tire Retread & Repair ▲ 126%
6. Engines – Rebuild and Exchange ▲ 110%
7. Electric Motors ▲ 109%
8. Recreational Vehicles – Service ▲ 106%
9. Trailers ▲ 103%
10. Diesel Engines ▲ 100%
YP internal data. Based on total category searches 2012 vs. 2011, minimum 100,000 searches.
Automotive Growth Categories Online
Auto Spring& Suspension
Antique & Classic Cars
Electric Motors
Vans – Renting & Leasing
Auto Body Parts
90%
246%
181%115% 107%
Automotive Growth Categories Mobile
Tire Retread& Repair
Roadside Service
AutoSalvage
WindowTinting
Auto Radio & Stereo Systems
175%
338%
323%283%
225%
In a recent study published by CrowdFlower, YP.comSM site search results were found to be more relevant than those of other local sites: Google Local, Bing Local, and Yahoo! Local. This was particularly true in the Auto Repair & Service category.
Check out the full report: “Measuring Local Search Relevance” at http://corporate.yp.com/searchrelevance.
YP internal data. Based on mobile category searches, 2012 vs. 2011.
YP internal data. Based on online category searches, 2012 vs. 2011.
Searches are More Relevant with YP
YP internal data, Q4 2012 vs. Q3 2012 and Q4 2011. Numbers are averages across entire category and do not refl ect individual performance. Past performance cannot be used to predict future performance.
Category Search Growth
Nearly all Automotive categories experienced search volume growth compared to the prior year. This trend was infl ated by a huge uptick in mobile searches for “on-the-go” service categories such as Tire Repair (338%), Roadside Service (323%), Windshield Repair (168%) and Car Washes (95%).
Page 9 © 2013 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affi liated companies.
Local InsightsDIGITAL REPORT
Q1 2013
Advertisers On The YPSM Local Ad NetworkThere are over 500,000 advertisers on the YPSM Local Ad network, spanning 200 industries and 4,600 categories. These advertisers, mostly small and medium sized local businesses, rely on the YPSM Local Ad Network to connect them with over 60 million local consumers that access YPSM listings and advertisements every month.
Advertisers Reap the Mobile Benefi ts of YP
According to analyst fi rm IDC, YP is the number two company in the U.S. mobile advertising industry1. In 2012, local businesses received nearly 100 million calls from consumers who selected their business on the YPSM app. On average, that is 3 phone calls made to a business every second. Clicks on paid listings accessed by a mobile device also grew by 100%.
Advertisers in the Heating & Air Conditioning Contractors category spent 12% more on local advertising than in the prior quarter, jumping into the top Local Advertiser Categories list for the fi rst time.
Top Local Advertiser Categories(Based on Ad Spend/Revenue)
1. Building Contractors
2. Legal Services
3. Dentists
4. Physicians & Surgeons
5. Auto Repair & Service
6. Materials, Equipment, & Supplies
7. Heating & Air Conditioning Contractors
8. Auto Parts & Supplies
9. Maintenance & Cleaning Services
10. Financial Services
YP internal data, based on category ad spend, Q4 2011–Q3 2012.
Home Repair & Maintenance businesses spent 32% more quarter-over-quarter, a possible result of home-owners investing in their properties again as the real estate market has begun to improve.
Top Growing Advertisers(Based on Change in Number of Advertisers)
1. Home Repair & Maintenance ▲ 18%
2. Grocery Stores ▲ 10%
3. Transport Trailers ▲ 10%
4. Trucks ▲ 10%
5. Assisted Living & Elder Care ▲ 6%
YP internal data, based on number of advertisers, Q4 2012 vs. Q3 2012.
1Source: IDC New Media Market Model 2H-2012. Ranking based on mobile ad revenue.
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Local InsightsDIGITAL REPORT
Q1 2013
About YP
YP internal data, Q1-Q4 2012, unless otherwise noted.
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 fi nd, compare and select local merchants. The company’s fl agship consumer brands include YP.comSM, a top 40 U.S. Web domain, the highly rated YPSM app and the YP Real Yellow PagesSM 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 YPSM Local Ad Network provides advertisers with an opportunity to reach more than 180 million monthly users across 300 affi liated 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. YPSM products and service are backed by thousands of media consultants and customer service professionals in local markets across the US with relationships spanning over 600,000 businesses.
About the YPSM Local Insights ReportAs an industry leader in local advertising with a wide range of both print and digital ad products, YP is uniquely positioned to provide valuable insights on key components of the local advertising landscape. Published quarterly, The YPSM Local Insights Report focuses solely on data from the YPSM Local Ad Network, the digital component of YP’s diverse local ad business, to provide assessments of the rapidly evolving online and mobile local advertising ecosystem.
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