Online Format and Mobile Technology Drives the Global Yellow Pages Market, According to New Report by Global Industry Analysts, Inc.
San Jose, California (PRWEB) August 07, 2012
Follow us on LinkedIn – Yellow Pages, a thick directory comprising contact details, phone numbers and advertisements of local businesses, is one of the leading advertising formats in terms of popularity next to newspapers, magazines, television and radio. Printed directories have been a major channel for promotion, with a large number of consumers relying on these directories to locate specific details about professional services and products. The global Yellow Pages industry has witnessed dramatic changes since 2007-2008. With the economic downturn denting growth in the advertising industry, print Yellow Pages segment has witnessed faster rate of decline in contrast to the online Yellow Pages market that is growing at a robust pace.
In view of the volatile economic scenario, several leading advertisers, specifically from relatively stronger verticals such as automobile and real estate, chose to shift their ad spending towards online platform and other alternate media formats. Small and medium-sized businesses, which constitute the crux of Yellow Pages industry, were hit hard by the recession. In the backdrop of such a gloomy environment, several directory businesses in the US filed for bankruptcy protection while others closed down directory business operations permanently. In some markets, however, the print yellow pages industry continues to make progress. Faced with tough conditions, the directory industry focused on product innovation, partnerships with other local media, and reengineering of sales force. The recession also led several publishers to de-link print and online Internet directory offerings, and focus on selling online based yellow pages as a separate market.
As stated by the new market research report on Yellow Pages, the United States represents the largest market in terms of revenues. Though faced with myriad challenges due to the recession, bankruptcies of several publishers, environmental concerns, and declining fortunes of print segment, the yellow pages industry is witnessing a steady recovery driven largely by the industry’s shift towards the online medium. In the past few years, the industry has witnessed massive audience fragmentation, which coupled with the declining usage of print Yellow Pages affected the overall return on investments. Future prospects are favorable in the view of the sustained popularity of online as well as Yellow Pages among small and medium businesses. Asia-Pacific, the fastest growing market for Yellow Pages, is witnessing increase in revenues driven by favorable trends in the online directories segment.
Print Yellow Pages directories have been contributing a lion’s share of publisher’s revenues in the past, a trend that is changing rapidly due to the economic downturn, increasing popularity of the Internet, and environmental and economic concerns of printed books, all of which are negatively affecting the demand for printed directories. The segment has also been troubled in recent years owing to structural changes and technological advancements, whereby the overall revenue growth in printed yellow pages market has been relatively sluggish with the trend forecast to continue in the near future. Asia-Pacific and Latin America are the few regions where printed directories continue to witness growth.
In order to offset declines in the printed directories market, publishers began foraying into alternate media formats and adopted technologically advanced advertising formats. This shift is evident in the growing share of Internet Yellow Pages market, which is benefiting immensely from the rising Internet and broadband penetration rates, thus cannibalizing the printed directories market. Expanding mobile market and growing numbers of users accessing Internet through handheld devices bode well for the future of online yellow pages market. Access to directories over mobile phones is witnessing robust growth, as mobile browser is one of the most convenient, reliable and common source for locating local business information on-the-move.
Major players profiled in the report include Dex One Corporation, Eniro AB, Pages Jaunes Groupe, Seat Paigne Gialle, Sensis Pty Ltd., SuperMedia Inc., Trudon (Pty) Ltd., TRUVO, Valley Yellow Pages®, Yellowbook, Yell Group Plc, Yellow Pages Group, YP Holdings LLC, and ZipLocal, among others.
The research report titled "Yellow Pages: A Global Strategic Business Report" announced by Global Industry Analysts, Inc. provides a comprehensive review of trends, issues, strategic industry activities, and profiles of major companies worldwide. The report provides market estimates and projections across geographic markets such as the US, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia and Rest of Europe), Asia Pacific, Latin America, and Rest of World. Key segments analyzed include Print Yellow Pages, Internet Yellow Pages, and Mobile Yellow Pages.
About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.