JustDial Local Search – Internet Vs Voice Search Market Share, Listings & Campaigns
JustDial is a local search service [Yellow Pages Search] in India that allows users to access contact information of local businesses through phone calls, website and mobile applications for free. The company was established in 1996, has built a strong database of SMEs, relationships with SME businesses[Advertising], and powerful unaided brand recall as a voice accessible directory service through its call centres. I’d like to walk through two important metrics – Listings & Campaigns and Search Traffic Medium of the Local Search Business in India.
Listings & Campaigns on JustDial
In the last 17 years, JustDial has developed strong relationships with SME businesses and maintains an extensive database of local businesses (8.8mn as of 31 December 2012). Listings on the Platform has doubled in the last 2.5 years.
Just Dial provides SMEs with an advertising platform to customers that have decided to purchase a service and thus it has higher conversion than traditional media. Just Dial’s campaign packages range from Rs30,000 to Rs60,000 annually to advertisers, and it was running ~200K campaigns in December 2012.
JustDial Internet Vs Voice Search Metrics
Internet queries on Justdial have grown by 6 times in the 4 years [between FY 2009 and FY 2012] from 20 Mn Queries to 120Mn. During the same period, Voice Queries have only doubled from 50Mn to over 110Mn. Mobile Internet and SMS Queries have grown from Zero to 10 Mn. Thus at the end of FY2012, Justdial Answered 250Mn Local Search Queries ~20.75Mn Queries a Month or 0.68 Mn Queries a Day.
Although Just Dial has established a dominant brand as a phone/voice-driven search service with first mover advantage it is likely to sustain in the medium term. However, Justdial faces intense competition over alternate delivery options (internet and mobile) from Sulekha, asklaila, Zomato, etc.
Stay tuned for more coverage from Justdial