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.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 |
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.