Commentary

Localized Interactive Marketing A Fast Growing Opportunity

Localized Interactive Marketing A Fast Growing Opportunity

According to a recent comScore analysis, online directory and newspaper preferences differ greatly by local markets. Based upon the comScore Media Metrix Local Market Reporting system, there is significant variation in activity at directory search sites. In many cases, this variation corresponded to relationships that specific yellow pages directories have with consumers through local telephone companies. For example, Internet users in Austin, Houston and Green Bay are disproportionately likely to visit SmartPages.com, which is owned by SBC, a major provider of local telephone services in those markets. Through its SuperPages Network, Verizon reaches a disproportionately high percentage of Internet users in a number of the markets in which it operates, including Boston, Ft. Wayne, Seattle and Tampa.

"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.comSuperPages NetworkSwitchboard Networks
Total U.S. Internet Population100 100100
Austin 1675987
Boston 63137 96
Dallas-Ft. Worth147 13880
Ft. Wayne, IN7930063
Green Bay-Appleton 15843118
Houston 171104 72
Seattle-Tacoma 70148 64
Tampa-St. Pete-Sarasota91 14194

Source: comScore Media Metrix August 2003

*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.

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