When it comes to local search, the Internet Yellow pages providers can hold their own and even win out with both users and advertisers in comparisons with Web-based competitors from Google, Yahoo and the like.
A study done by the Yellow pages Association and comScore Networks which was released at Ad:Tech San Francisco tracked consumer searches across five popular categories: financial services, health care, home services, automotive products and services, and restaurant dining. The research revealed that users of Internet Yellow Pages (IYP) sites found their desired local search results with fewer clicks than those using a standard search engine: 4.6 clicks on average with IYP versus 7.6 clicks for search engine users.
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