Commentary
Digital Directories Overtaking Yellow Pages
- by Jack Loechner , Staff Writer @mp_research, August 7, 2003
Emarketer reports that the Kelsey Group projects that digital directories' share of the North American Yellow Page market should jump from a mere 2.4% last year to 24% in 2008. The report notes that digital directories are not synonymous with online Yellow Pages, as digital directories include online Yellow Pages, but also encompass mobile yellow page directories, CD-ROM and local search functionality that replicates yellow page search.
And, Nielsen//NetRatings reports that Yellowpages.com had 1.6 million unique users in May, 2003 while Superpages.com from Verizon gained over 7.6 million unique visitors.
Unique Audience for Top Directories/Local Guide Sites Among US Internet Users, 2003 (x000)
| Yahoo! Get Local | 17,267 |
| Superpages.com | 7,688 |
| Switchboard.com | 5,193 |
| Time Warner Cable | 4,726 |
| Citysearch | 4,177 |
| Yahoo! People | 4,039 |
| SMARTpages | 3,457 |
| Whitepages.com | 3,130 |
| MSN Yellow Pages | 2,536 |
| Government Guide | 2,480 |
| AOL Yellow Pages | 2,456 |
| E.W.Scripps Newspapers | 2,057 |
| Yellowpages.com | 1,640 |
Source: Neilsen//NetRatings
You can find out more here at eMarketer.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.