comScore Networks and the Yellow Pages Association (YPA) announced the findings of a jointly-produced report comparing local search behavior among major search engines. The report found that internet yellow pages (IYP) offer more efficient local marketing opportunities.

comScore and YPA found that search engines accounted for 66 percent of consumers searching for local information, while IYP sites accounted for 34 percent. Consumers are able to find local information more quickly using IYP. Local searchers who use IYP take an average of 4.6 clicks to find local results, while search engine users take 7.6 clicks on average.

The report examined local search behavior in categories such as financial services, health care, home services, automotive and restaurant dining.

IYP users comprise an attractive demographic profile for advertisers -- IYP users are 71 percent more likely than the average internet user to have an annual household income over $100,000 and are more likely to have a broadband connection.

"This study underscores the growing importance of internet Yellow Pages as a player in the increasingly competitive local search market. Advertisers can leverage these results to reach more potential buyers in the stronger IYP purchase categories," says Neg Norton, president, YPA.