The results are in! TMP Directional Marketing, the largest local search agency, partnered with comScore for an annual local search study that looks at recent media usage trends. The objective of our extensive study was to monitor the shifts in consumer behavior and media selection within the framework of local search. Understanding these shifts helps us determine how consumers use search engines (local and general search sites) as well as print and Internet Yellow Pages. We also factored in emerging trends such as social media, mobile, and consumer-generated ratings and reviews. In order to get the most accurate depiction of consumer search, our study consisted of two components: survey results and behavior analysis. 

Surveys were administered to actual online users of local business search platforms. Our survey sample was based on comScore’s proprietary panel of two million online consumers. Observed online behavior results were based on a sample of one million consumers who agreed to have their online search behavior monitored anonymously. These two components help us determine if what consumers say about their search experiences are in line with how they actually search for local business information and the products or services they need.

For businesses, the focus is getting found. The highlighted components in this year’s local search study reveal key issues that may affect a business’ visibility within the search landscape and how quickly or easily it is found in the marketplace:

• Print media continues to decline in a growing digital marketplace, as consumers reference local business information through alternative methods.
• Yellow Pages usage may be down by three percent, but Internet Yellow Pages (IYP) are experiencing significant growth.
• Google has developed applications that have overtaken online business directories in both IYP/local and local portal searches.
• Mobile search continues to experience growth, as more consumers have access to mobile devices with Internet browsers and applications.
• As youth and seniors continue to age, search will be affected, particularly among print, mobile and Internet platforms.

Our study findings provide the data necessary to help develop search marketing strategies that apply a better use of a balanced, integrated media mix for connecting with target audiences across multiple platforms. Based on our findings, marketers will be able to revise their current strategies and better plan for future campaigns. They can also determine the areas to allocate more or less budget money, depending on how consumers are searching across different media channels. As soon as you understand consumer media selection, you can begin to more effectively engage potential customers, yield measurable results, and meet your specific advertising and marketing objectives of growing your brand awareness and sales.

To guide you through our results, marketing specialists at TMPDM are hosting a free local search study webinar on October 21, 2009, at 1:00 p.m. EST. You can also download our annual white paper that summarizes the main points of our local search study, complete with graphs and charts. For additional questions, contact TMPDM.