As part of its Local Mobile Search study the Local Search Association included data (from comScore Q4 2012) showing that mobile users of internet yellow pages (IYP) tend to be wealthier, are more exposed to ads and spend more than typical smartphone or mobile users.

This demographic pitch to some degree compensates (or attempts to compensate) for the smaller reach of IYP sites/apps vs. some of the major apps (e.g., Google, Facebook). According to the report….