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CHART: Yelp Comes Into Its Own As Its Local-Mobile Strategy Pays Off

Yelp has become the bellwether for a location-based services app, as well as the huge opportunity in local-mobile services and marketing.

Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the second quarter. That’s up from 25% just two quarters ago. 

In the same period, Yelp’s mobile user base climbed to 10.4 million. 

At BI IntelligenceBusiness Insider’s paid subscription service, we analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as local commerce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.” 

Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail. 

Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising. 

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Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-go reservations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.

Consumers also use the app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.

As is the case with Google, the influx of mobile app users —  and the increase in local ad inventory on mobile  — have inflated Yelp’s overall local ad revenue. 

To access BI Intelligence’s full report, A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data, sign up for a free trial subscription here. Subscribers also gain access to over 100 in-depth reports on social and mobile, and hundreds of charts and datasets

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Mystic Maggie

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