If the market is moving online, then by definition there is opportunity there
It is up to us to figure out how to exploit it.
Feed the gorilla!
Don’t fight the trend, drive it! 192.com ’ s View
How many people have called a 118 number in the past week?
How many have looked up a business, person or place in the phone book in the past week?
How many have looked up a business, person or place on the web in the past week?
Are people moving to the web?
What do you use most for directory enquiries? How often do you use online directory enquiries? * Redshift Research Sept 2009 Are people really moving to the web? Yes!
The UK has the most active online population in Europe,
65% of UK households now have broadband access (Ofcom)
Over 50s now represent 30% of total time spent online (IAB 2008)
UK mothers (the most time poor group in the country) now use the internet as much as the average user (Hitwise)
55% of iPhone users, 31% of smart phone users & 12% of all mobile users use internet search on their phones, and the numbers are growing (Comscore)
Young people never use printed directories and find 118 services too expensive (Morgan Stanley)
...and we are now entering the 2 nd generation of web users as those young people become adult consumers!
Forget what you think you know
Why are people increasingly turning to the web to find people, places & businesses?
Because they are turning to the web to find everything!
People opt out of traditional directories
Because they often need more than a phone number or address!
Why the Web? * Redshift Research Sept 2009
Emerging privacy issue:
My phone & address are the 2 things I want to keep private – to survive we have to offer more than that
The web is increasingly pervasive*
Mobile access to 192.com has more than doubled in the past 12 months
Younger users are the most web-oriented
But they are not Google-oriented!
The real “Web 2.0” = “Always on” mobile web + 2 nd generation, socially oriented, web users
What is the Market Saying? * 192.com internal statistics
Chris Silver Smith, searchengineland.com, 14 Sept 2009 Google’s increasing use of Universal Search is having a negative impact on Internet Yellow Pages organic traffic, as evidenced by these US Google Trends statistics: IYP Referrals from Google