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Yellow Pages: Market Shift to Mobile Advertising 2009-2010

The yellow pages industry is seeing a small but growing trend in the technological world with the steady advance of mobile advertising.

Simba Information's Yellow Pages: Market Shift to Mobile Advertising examines the state of the U.S. yellow pages directory publishing industry with a focus on mobile advertising in terms of revenue, growth and market share for leading publishers, as well as trends and forces that are shaping the market overall.

Although revenue for total U.S. advertising media has declined in recent years due to weak economic conditions, yellow pages advertising has experienced growth in the 2% range for the last few years, before witnessing a slight decline in 2008. Simba provides a glance into the past, present and future of yellow pages advertising by segment—print, online and mobile.

Yellow Pages: Market Shift to Mobile Advertising includes industry revenue forecasts, industry usage figures and comprehensive profiles of leading companies.


Stamford, CT-Sept. 10, 2009-The yellow pages industry is seeing a small but growing trend in the technological world with the steady advance of mobile advertising as nearly 85% of the U.S. population carried cell phones in 2008, according to Yellow Pages: Market Shift to Mobile Advertising 2009-2010, a new report published this week from media industry forecast and analysis firm Simba Information. The report examines the industry with a focus on mobile advertising in terms of revenue, growth and market share for leading publishers, as well as trends and forces that are shaping the market overall.

Simba, which estimates 83.2 million people used mobile search last year, projects that number will grow to 117.5 million in 2009. “As the mobile market increases, mobile search, which allows users to search for services and information using a mobile phone or other handheld mobile device, is gaining in both popularity and frequency of use with 27.4% of the population in the U.S. using mobile search in 2008,” said Valerie Montinat, lead author of the Simba study. “All a user has to do is reach into their pocket and within seconds depending on the speed of their mobile device, they can access the Internet to get news, information, directions, yellow pages listings, music and videos.” Yellow Pages: Market Shift to Mobile Advertising 2009-2010 includes industry revenue forecasts, industry usage figures and comprehensive profiles of leading companies.

For more information visit www.simbainformation.com or contact David Goddard at 203-325-8193 x105.

About Simba Information:

Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that offer key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit www.simbainformation.com.

  • Methodology
  • Executive Summary
  • Overview of Mobile Advertising
    • What Is Mobile Advertising?
      • Table Mobile Subscribers vs. U.S. Population (in millions)
      • Table Mobile Search vs. U.S. Population (in millions)
      • Mobile Web Advertising
      • Mobile Messaging as an Advertising Tool
      • Mobile Applications
      • Mobile Application Advertising Units
      • Mobile Application Connections
      • Buying Advertising in Mobile Applications
      • Mobile Video and Television
      • Buying Advertising in Mobile Video and Television
      • Mobile Advertising Guidelines
        • Table Mobile Marketing Association Global Code of Conduct
    • Overview of U.S. Advertising Industry
      • Table Revenue Growth in All U.S. Advertising Media, 2006-2009P($ in millions)
      • Table National vs. Local Advertising Revenue, 2006-2009P ($ in millions)
      • Table Yellow Pages Advertising Compared to Local Advertising and All Advertising, 2006-2009P ($ in millions)
      • Table Yellow Pages' Share of U.S. Advertising, 2002-2009P ($ in millions)
    • Yellow Pages Industry
      • Table National vs. Local Yellow Pages Advertising, 2006-2009P ($ in millions)
      • Table Yellow Pages Growth Rates, 1990-2009P
    • Usage Numbers Decline Slightly
      • Table Yellow Pages References 2006-2008
    • Yellow Pages Advertising Rates
      • Table Print Yellow Pages References, Top 20 Headings, 2007-2008 (References in millions)
      • Table Internet Yellow Pages References, Top 20 Headings, 2007-2008 (References in millions)
      • Table Average Advertising Rate Increases, 25 Top RBOC Directories, 1990-2009
    • Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
      • Table DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009
      • Table RBOC Yellow Pages Revenue, 2007-2009P ($ in millions)
      • Table RBOC Revenue Change, 1998-2008
    • Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
      • Table Yellow Pages Revenue Growth by Publisher Category, 1996-2010P ($ in millions)
      • Table Yellow Pages Market Share by Type of Publisher, 1996-2010P
    • Mobile Activity Among Key Publishers
      • AT&T Advertising Solutions
      • Idearc Media
      • R.H. Donnelley
      • Yellowbook
      • Yellow Pages Group
  • Mobile and Yellow Pages Mobile Advertising
    • Mobile Advertising
      • Table Print, Internet, Mobile Share of Annual Yellow Pages Market, 2007-2010P ($ in millions)
    • Yellow Pages Mobile Advertising
      • Table Yellow Pages Mobile Advertising Compared to Mobile Advertising and All Advertising, 2007-2010P ($ in millions)
      • TMP Directional Marketing
        • Table U.S. Mobile Advertising (Search and Display) Compared to All Advertising, 2006-2009P ($ in millions)
      • Wahlstrom Group
      • The Berry Co.
      • Ketchum Directory Advertising
  • Forecasts and Conclusions
    • Market Forecast
      • Table Mobile Search Users vs. Non-Mobile Search Users, 2008E
      • Table Mobile Search Users vs. Non-Mobile Search Users, 2009P
    • Conclusions
      • Table Mobile Users vs. Non-Mobile Users, 2008E
  • Profiles of Key Publishers
    • AT&T Communications
      • Table Financial Size of Selected AT&T Acquisitions, Divestitures ($ in millions)
    • Idearc Media
      • Table Idearc's Discontinued Competitive Directories, 2008
      • Table Idearc's Discontinued Utah Directories, 2009
    • Local Insight Media
      • Table Financial Size of Selected Local Insight Acquisitions ($ in millions)
    • R.H. Donnelley
      • Table R.H. Donnelley, A Chronology of Major Events, 1886-2009
    • Yell Group
      • Table Financial Size of Selected Yellowbook Acquisitions ($ in millions)
    • Yellow Pages Group

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