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Consumers in Sweden and the Netherlands Lead Other Countries in the Adoption of Online Yellow Pages and Local Search, According to The Kelsey Group

Posted on: Tuesday, 26 September 2006, 15:00 CDT

PRINCETON, N.J., Sept. 26 /PRNewswire/ -- New research from The Kelsey Group indicates 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," said Neal Polachek, senior vice president, research and consulting, The Kelsey Group.

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%

The complexities of local search and online local media will be the primary discussion topic at The Kelsey Group's Interactive Local Media 2006 (ILM:06) conference, Nov. 29 - Dec. 1, 2006, Philadelphia, Pennsylvania. For more information about this event, visit http://www.kelseygroup.com/ilm2006.

Research Methodology

This research was conducted in conjunction with The Kelsey Group's ongoing initiatives to understand the evolving local advertising marketplace. It is part of a tracking study conducted every six months to identify trends and direction. Markets surveyed include Australia, France, Germany, Italy, the Netherlands, New Zealand, Spain, Sweden, the U.K. and the U.S. The research methodology entails 500 completed telephone interviews per market with heads of household (U.S. 1,000).

About The Kelsey Group

The Kelsey Group is the leading provider of research, data and strategic analysis on directories, small-business advertising and online local media. Founded in 1986, the company has built a reputation as the premier analyst firm covering the directory publishing community and the emerging local search marketplace, providing advisory services (The Kelsey Report(R) and Interactive Local Media), publishing (Global Yellow Pages(TM) and Local Media Journal(TM)), consulting (more than 300 individual assignments) and conferences (65 events).

The Kelsey Group

CONTACT: Eileen Pacheco for The Kelsey Group, +1-781-556-1026,eileen@tango-group.com

Web site: http://www.kelseygroup.com/

Source: PRNewswire

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