{"id":114846,"date":"2013-08-28T23:38:00","date_gmt":"2013-08-29T04:38:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-importance-of-presence-and-the-value-of-print-in-a-fragmented-search-landscape-2\/"},"modified":"2024-12-23T00:38:01","modified_gmt":"2024-12-23T05:38:01","slug":"the-importance-of-presence-and-the-value-of-print-in-a-fragmented-search-landscape-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/the-importance-of-presence-and-the-value-of-print-in-a-fragmented-search-landscape-2\/","title":{"rendered":"The Importance of Presence (and the Value of Print) in a Fragmented Search Landscape"},"content":{"rendered":"

With search capabilities available at the click of a mouse or a tap of a finger on a mobile device, it can be all too easy to dismiss print directories. However, print is simply not dying on schedule. The results of the 2012 Local Media Tracking Study<\/a>, conducted by Burke<\/a>, were released to the public via a Local Search Association (LSA) webinar presented in June. The study looked at 8,000 user interviews about media usage<\/a> when searching for searching for local businesses<\/a>, focusing on Print and Internet Yellow Pages usage and how directory products fit in with the larger variety of search products available to consumers. Results showed that while there have been some year-to-year decreases in usage of these products, Print and Internet Yellow Pages are still a strong, viable source to drive quality leads to businesses.<\/p>\n

\"IYP<\/p>\n

Beginning with a look at overall references, Burke found that there were approximately 5.5 billion references to Print Yellow Pages (PYP) in 2012. This represents a 26% decrease from the 7.4 billion references in 2011. Burke and LSA attribute this usage decline to a combination of lower references and lower reach. Reach showed a 13% decline year over year, with 21% of consumers reporting weekly PYP usage compared to 24% of consumers who used PYP on a weekly basis last year. Of those who do reference PYP weekly, the average number of directory references per week has decreased from 2.65 in 2011 to 2.25 in 2012.<\/p>\n

Internet Yellow Pages (IYP) usage also showed declines this year, decreasing 21% from 6.3 billion references in 2011 to 5.0 billion in 2012. Like PYP, IYP reach and references were lower this year than last. Consumers using IYP in the past year has decreased 10%, with 52% of consumers reporting annual IYP searches in 2011 and 47% of consumers reporting annual IYP searches in 2012. Number of weekly searches only declined 4%, decreasing from 3.27 average weekly searches in 2011 to 3.14 in 2012. It is important to note that these IYP references do not yet include mobile activity and\/or traffic.\u00a0 So, there is more usage to IYP than is represented by these numbers.<\/p>\n

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