Help me understand this report from the Yellow Pages Association Blog:
Although the absolute number of General Web Searchers (167 million) and Local Web Searchers (160 million) was larger than the number of IYP/Local Web Searchers (88 million) in December 2008, the actual percent increase year over year for IYP searchers was 21%. This exceeded both the increase for general web searchers (16%) and local web searchers (20%).
This is a strong indication that IYPs are not just holding their own in the local search space, but actually growing their user base at a faster rate than its more-hyped competitors.
Are Internet Yellow Pages (IYP) growing at 21%? Here’s a look at how a few are doing according to Compete.com:
I’m not sure who they consider to be their “more-hyped competitors” but Yelp and Craigslist seem like two places where people can connect with local businesses without paying for Internet Yellow Pages ads, which would make them competitors at some level:
I’m having a hard time understanding how one can conclude that IYP is growing faster than other sources of local business information on the web. That’s not to discount that yellow pages companies provide data to sites like Bing, but being a data provider is a significantly different business than being a direct source of data – especially when you’re looking at monetization opportunities.
It’s interesting to watch the Yellow Pages Association’s, Larry Small, put his best spin possible on 3rd party data. I’m not suggesting that the data isn’t accurate, but it’s not clear what data is being used or how the conclusions Mr. Small describes were derived from the data.
One popular way to support positions on the web these days is to include links to supporting data. A link to the ComScore report, fields used, sites compared, etc. would be nice. In fact, in conversations I’ve had with data vendors like ComScore, they’ve requested this as well so their reporting isn’t called into question (vs the interpretation of their data).
Somewhat related: I’m cranking out a weekly post on real estate web marketing for those who find that sort of thing interesting.