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5% of small and medium business purchase search engine listings

Kelsey Group concluded that 61% of small and mid-sized enterprises believe the Internet is a significant advertising medium, but that only 14% of local advertisers have made online media buys in the last year. The tally was even less for sponsored listings: only 5% of small or mid-sized businesses purchased search listings; and 5% reported interactive Yellow Pages buys in the last year.

Kelsey Group concluded that 61% of small and mid-sized enterprises believe the Internet is a significant advertising medium, but that only 14% of local advertisers have made online media buys in the last year. The tally was even less for sponsored listings: only 5% of small or mid-sized businesses purchased search listings; and 5% reported interactive Yellow Pages buys in the last year. 52% of Yellow Pages users claimed allegiance to one provider, while 42% said they use two or three. By contrast, 35% of respondents said they use only one search engine, while 53% said they use two to three.