Kantar Media Compete June Category Data Shows Rise in Local Search
Local Search on Mobile Devices Also Increases
Boston MA – ( Marketwire - August 11, 2011) - Kantar Media's Compete today released June data demonstrating growth in the Local Search category, which attracted 103.5M unique visitors (UVs) -- an increase of 2.17 percent month-over-month (M-O-M) and 27.03 percent year-over-year (Y-O-Y).
The Local Search category had a yellow glow in June. Among the "yellow" websites and subdomains in Compete's category, each with more than a million unique visitors, were Yellowpages.com (27M UVs), Yellowbook.com (7.4M UVs), Yellow.com (4.9M UVs), Yellowpages.lycos.com (3M UVs), Yellowise.com (2.6M UVs), Magicyellow.com (1.6M UVs) and Yellowmoxie.com (1.3M UVs).
With nearly 8.1 million fewer UVs than Yellowpages.com, Yahoo! subdomain Local.yahoo.com had 18.9M UVs -- a 4.61 percent rise for the month and a 53.92 percent increase over June 2010. Other leading sites in the category were Local.com (17.5M UVs, +15.13 percent M-O-M, 34.13 percent Y-O-Y), Whitepages.com (16.9M UVs, +3.97 percent M-O-M, +22.03 percent Y-O-Y) and Yelp.com (1.8M UVs, +7.48 percent M-O-M, +74.46 percent Y-O-Y).
Local search is increasingly common on mobile devices as well. According Ground Truth, a Compete partner specializing in mobile analytics, mobile visits to local search sites mirrored the same upward trend, in some cases exceeding it.
Yellowpages.com performed strongly in BOTH online and mobile browsers. According to Compete, the site attracted 27M UVs -- a M-O-M increase of 11.38 percent and a Y-O-Y increase of 92.23 percent. Ground Truth mobile web data showed an even greater M-O-M increase of 17.46 percent in June.
Yellow.com was a breakout star with M-O-M growth of 15.51 percent in June and saw even more impressive growth on the mobile web. Ground Truth reports that Yellow.com mobile UVs soared 1,887.53 percent M-O-M for June.
"Working with Ground Truth gives Compete the ability to see patterns in online versus mobile data that benefits brands as they plan digital marketing campaigns," said Adam Guy, vice president of business development. "In this case, we're clearly seeing stronger growth in mobile browsers for local searches than online, and this is a trend marketers should monitor more closely."
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world's multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.kantarmediana.com.