BIA/Kelsey: Majority of Yellow Pages Revenues Will Be Digital by 2015
December 9, 2011 | Contributed by: Stephanie Hobbs
BIA/Kelsey released the sixth edition of its Global Yellow Pages report this week, which forecasts the rate of revenue growth for the Yellow Pages industry over the next five years.
Among the report’s top findings:
- By 2015, 53% of global Yellow Pages revenues will be digital, compared with 29% in 2011. BIA/Kelsey notes that some of the world’s largest directory publishers, such as Yell Group and Seat Pagine Gialle, are plotting a much more aggressive course, projecting an estimated 80/20 balance of revenues favoring digital by 2015. Additionally, the firm points out markets that are currently or will be majority digital by the end of this year include Denmark, Finland, France, Italy, Norway and Sweden.
- BIA/Kelsey believes that newer Yellow Pages product offerings – including websites, video, social, mobile and search engine marketing – will be the primary growth drivers for directory publishers in the coming years, as opposed to established Internet Yellow Pages platforms.
- While print revenues are projected to decline, BIA/Kelsey believes that a growing number of global Yellow Pages companies are approaching an “inflection point,” where digital growth can offset declines in the traditional print set.
BIA/Kelsey’s projections are welcome news to our industry, which is rapidly embracing change and capitalizing on new opportunities to deliver the next generation of local advertising solutions and state-of-the-art consumer offerings. It’s clear to me that we are on the right track to a successful future.
For more information on BIA/Kelsey’s Global Yellow Pages report, join their free webinar on Wednesday, December 21 by registering here.