NEW YORK, Dec. 2, 2014 (GLOBE NEWSWIRE) -- Today YP, a leading local marketing solutions provider, is releasing new research on consumers' local search behavior. The research, conducted by comScore on behalf of YP, finds adults who use YP to search online are more engaged during the search process, own more devices and are more commerce-minded, when compared to all searchers.
The comScore findings reveal that 77 percent of consumers searching across YP properties go on to contact a merchant, with 66 percent ultimately making a purchase. Much of the post-search activity happens within 24 hours: 38 percent make a purchase within 24 hours, 45 percent make a reservation and 33 percent book a service.
"Businesses need to make smart choices about how to use their advertising dollars. For more than a century, we've helped connect local business to people" says YP CEO David Krantz. "This new research shows that for the more than 80 million people who use us every month, we help them find the local businesses they need, when they need them."
The study also finds that YP searchers are more tech savvy. They own and use more devices, with tablet usage 37 percent higher and smartphone usage 20 percent higher among YP searchers than all searchers.
David Krantz will be presenting on a panel, "Be Here Now," at Business Insider: Ignition today in New York and will reveal additional insights as part of his discussion on what to expect with mobile in 2015. To learn more about the research and view the infographic, visit: national.yp.com.
About YP℠ Local Search Insights
As consumers expand their local search activities across devices, it is critical for businesses to understand the local search process, consumers' engagement with advertising, and the conversions that occur. To better understand these dynamics and the uniqueness of the YP audience, YP commissioned comScore to survey 5,172 U.S residents age 18 and older via an online survey conducted in September 2014.
About YP
YP is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP's flagship consumer brands include the popular YP app and YP.com, which are used by more than 80 million visitors each month in the U.S. (Internal Data, October 2014). YP solutions include websites, listings management, reputation monitoring, video ads, search engine optimization, search engine marketing, advertising on YP and the YP Local Ad Network, online display and mobile advertising, and advertising in The Real Yellow Pages® directory. YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning more than half a million advertisers. For more information on YP, visit us at www.corporate.yp.com. Follow us on Facebook: www.facebook.com/YP and on Twitter: @YP.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.