Consumers in Sweden and the Netherlands Lead Other Countries in the Adoption of Online Yellow Pages and Local Search

Kelsey: RKey differences in how consumers around the world find local shopping information, indicating that no single global local search strategy applies to all regions.Consumers in Sweden and the Netherlands are more inclined to turn to online local advertising sources, such as Internet Yellow Pages and local search, than consumers in other European Union countries, the United States, New Zealand and Australia.

As we collect data from around the world, it is becoming very clear that there are vast differences in how consumers are finding local shopping information, which suggests there is no one global local search strategy.

The research, conducted in conjunction with Buxton Independent Consulting, indicates online Yellow Pages and local search are clearly gaining traction in Sweden and the Netherlands—two highly technologically advanced countries—where consumers turn first for local business information to:

• Sweden: print Yellow Pages (33%); online Yellow Pages (30%); local search (17%)

• The Netherlands: print Yellow Pages (28%); online Yellow Pages (11%); local search (25%)

By comparison, consumers in other regions around the world are significantly more inclined to turn first to print Yellow Pages to find a local business:

• EU Countries (the U.K., Spain, France, Italy and Germany): 52% on average

• Australia, New Zealand and the U.S.: Each more than 60%

online local advertising sources Publ 20060926