"Localized, interactive marketing continues to represent a large and fast-growing opportunity. To capitalize on this opportunity, marketers need to deeply understand consumer behavior within markets, across online resources such as search engines and yellow pages, real estate and automotive research sites, newspapers and countless other publications," explained Peter Daboll, president of comScore Media Metrix.
Local Market Visitation to Internet Directory Sites
Index of Reach in Market to Reach Among All U.S. Internet Users*
Total U.S. - Home, Work and University Locations
SmartPages.com | SuperPages Network | Switchboard Networks | |
Total U.S. Internet Population | 100 | 100 | 100 |
Austin | 167 | 59 | 87 |
Boston | 63 | 137 | 96 |
Dallas-Ft. Worth | 147 | 138 | 80 |
Ft. Wayne, IN | 79 | 300 | 63 |
Green Bay-Appleton | 158 | 43 | 118 |
Houston | 171 | 104 | 72 |
Seattle-Tacoma | 70 | 148 | 64 |
Tampa-St. Pete-Sarasota | 91 | 141 | 94 |
*Example: Internet users in Austin are 67 percent more likely to visit SmartPages.com than the average Internet user
An analysis of in-market visitation to newspaper sites further reveals significant differences in Internet usage patterns across local markets. For example, 18 percent of Washingtonians, always eager to keep up to date on happenings in their backyard and around the world, visited the Washington Post's Web site. The New York Times, also one of the most widely read newspapers in the country and a major rival of the Post, has a powerful reach in its home market, as well as the total Internet population. In fact, in a number of major markets, The New York Times reaches nearly as many visitors as the local newspaper's site.
For more information e-mail mmxinfo@comscore.com.