Local search is being used as a directory-assistance substitute for users that are simply looking for a business phone number or address

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(Continued) The RFS Newsletter, Oct. 14, 2006. Page 10
Perhaps more interesting is that there’s apparently substantial overlap in the audiences doing searches on Google, Yahoo, MSN, AOL, Ask.com and those using IYP sites. Overall, comScore says that about 63 percent of the U.S. market searching population conducted a local search in July 2006, or approx. 105 million users. That’s a combined audience of IYP and search engine users looking for local information, using comScore’s definition of “local search.”

comScore also reported that there were about 68 million IYP users in July, but that of those, only 13 million were not using search engines for local searches. There could be a research question here about why and when users differentiate. comScore's data also shows that the typical IYP user base was increasing at a rate that is outpacing the overall search market, ie 46 percent when compared to 21 percent. As a whole, local search is being used as a directory-assistance substitute by about 52 percent of users, who are simply looking for a business phone number or address.

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