what local searchers are searching...

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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



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


4. Auto Repair & Services

5. Theaters

1. Restaurants



4. Beauty Services


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.



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%



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



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



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.



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



Q1 2013

Spotlight: Automotive

YP internal data, based on total category searches in 2012.

Top Searched Automotive Categories


2. Automobile Salvage

3. Tire Dealers


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



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


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%).



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



6. Materials, Equipment, & Supplies

7. Heating & Air Conditioning Contractors


9. Maintenance & Cleaning 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.



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.

what local searchers are searching...

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