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Small business is winning big: more people than ever searching for, and shouting about local favourites online

Yell • March 19, 2018
Shopping habits are seemingly returning to days of old, with more people than ever making the effort to get out, explore their local area and find ‘hidden gems’, a new study by online business directory Yell.com has revealed.

Posts relating to finding a new local business on the photo-sharing app Instagram, have grown at a rate of more than 50% year-on-year. The most popular terms being used to describe a discovery of a new local business on social channels are all positive, including ‘wonderful’, ‘cool’ and ‘love’. In fact, the use of the term ‘wonderful’ to describe a local business has increased 270% since 2016.

With this heightened rate of discovery, local food and drink establishments are the most popular business types to be shared online, with shares of vegetarian food likes increasing by 408% from 2016-2017, Thai increasing by 217% and Spanish increasing by 200% in the same period. Locally owned vegan eateries closely followed, with a 157% increase.

There is a clear difference in local searches by gender. Men look for architects (58%), barbers (57%) and internet cafes (56%), whereas women are more likely to search for eyelash services (66%), nail salons (64%) and window cleaners (64%).

When it comes to regions, the City of Westminster leads the way where local discoveries are concerned, with more consumers sharing an experience than anywhere else in the UK over the past year. Manchester and Edinburgh follow in 2nd and 3rd place respectively.

The study also found that Sunday is our most preferred ‘day of discovery’, with 16% of all local shares via Instagram or Facebook, happening on what was traditionally seen as the day of rest.

Over 110,000 1 start-ups have already been launched in 2018 and to further celebrate the resurgence of local businesses, Yell.com is visiting 20 cities in the UK to celebrate the nation’s local small businesses.

Heading up this campaign to ‘#lovelocal’ is former BBC Dragons’ Den panellist and champion of small business Sarah Willingham, who comments: “Small, local businesses can offer more exciting, enjoyable and personal experiences, so it’s amazing to see these local discoveries are being more readily embraced and shared by the British public. What I love about being an investor is discovering the small businesses in the country that are doing something different, so I think it’s great that Yell.com is helping the country to discover these gems in their local areas more easily, too!”

On the findings, Yell CEO Richard Hanscott also commented: “From starting the Yellow Pages in 1966 and launching Yell.com in 1996, we have always strived to bring the nation’s small businesses into the limelight and are excited to tour the UK and take this a step further throughout the coming year.

The findings of our study show that these local businesses truly are the backbone of the UK, and the heightened social media conversations and interactions show they will become ever more important to local communities, with a new tech-savvy generation seeking out new discoveries and places that aren’t your high street stalwarts”.

For more information on the campaign, please visit: https://www.yell.com/justyell/


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About Sarah Willingham

Sarah is an entrepreneur, investor and consumer expert – best known for her previous role as one of the ‘dragons’ of the popular BBC series Dragons’ Den. Her main successes as an entrepreneur have included turning The Bombay Bicycle Club into the largest and most successful Indian restaurant chain in the UK and taking the likes of Pizza Express and Planet Hollywood onto greater success.

Notes to editors:

Study data gained from social reporting tools AudienceView and Brandwatch.
  • Increase in most used terms to describe making a local discovery (2016 v 2017):
  • Use of 'wonderful' grew by 270%
  • Use of 'cool' grew by 148%
  • Use of 'love' grew by 142%
1: Number of UK start-ups launched in 2018 courtesy of: http://startupbritain.org/startup-tracker/ Amount correct at time of writing

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About Yell

Yell Ltd exists to connect businesses and consumers via its leading marketplace for local services and offering managed digital marketing helping businesses to find, connect and sell to consumers online. Yell Ltd is a proud Google Premier Partner, Microsoft Advertising Elite Channel Partner, and Meta Business Partner.


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November 13, 2024
With property prices rising and moving costs increasing, the experts at Yell have found that more homeowners in the UK are opting for home improvements rather than relocating. This trend, driven by factors such as rising property prices and the growing costs of buying a new home, has seen more people investing in remodelling and extending to create their dream homes where they already live. Research from TSB reveals that two in five (41%) homeowners would prefer to build an extension than move house. According to Pepper Money’s Specialist Lending Study , 41% of those surveyed said affordability of properties is preventing them from moving to a larger home elsewhere and that 51% are considering a secured loan to make home improvements. With Google searches for “planning permission” up YoY in the UK, and “home improvement ideas” up 9900% this month, for many, redeveloping a home offers a more practical solution to moving home. Rather than facing the expenses of moving and the challenges of relocating, homeowners can transform their spaces to better meet their needs and preferences. From adding extra rooms or modernising kitchens to creating open floor plans or upgrading the home’s energy efficiency, these improvements not only add value to a property but also improve daily life. However, what many homeowners may not realise is that there is a planning permission postcode lottery going on across the country. In 2024, it’s harder than ever to get approval on your property, with approval rates at an all-time low. While you may expect that adding an extension to your home or converting a loft space may be a relatively straightforward option – your location could have an impact on the decision made. With this in mind, experts at Yell have reviewed planning applications across England from July 2023 to July 2024 to compile a list of the best and worst locations for planning approval, highlighting which areas make it easiest – and hardest – to secure planning permission for your home. 86% of all planning applications in England have been granted in 12 months With more homeowners opting for redevelopment, planning applications across England have remained high, with 327,217 applications submitted from Q3 2023 to Q3 2024. Despite the high volume, England has maintained an 86% approval rate for these applications, making it an attractive option for those looking to upgrade their homes. However, it’s clear there are regional inconsistencies and some areas are seeing more favourable outcomes when it comes to planning permission. The South East is revealed as the region with the most applications, receiving 66,795 in the 12 months – demonstrating a high demand for home updates and development in the area. Gosport in the South East leads in approval rates, with 99% of applications granted, while Barking and Dagenham trail behind with the lowest approval rate at 61%, signalling potential challenges in that locality. Approval rates also vary across regions, with the North East boasting the highest at 91%, compared to London’s more selective 80% approval rate. Householder development approvals are down year-on-year Of the 327,217 applications this past year, 167,604 were for householder developments. These are residential planning applications that are within a residential property and are not a change of use. Examples of householder developments include extensions, garages, swimming pools, walls, fences, vehicle accesses, porches, satellite dishes, loft conversions, and dormer windows. If you're considering a home renovation or addition, understanding the trends in planning applications can offer valuable insights – and it’s clear that planning approval rates are shifting across England. In the past year, 148,406 planning applications were approved, accounting for 89% of decisions made. While this is still high, it reflects a slight dip from the 91% peak seen in 2021. The North East is the region with the highest percentage of planning approvals The South East remains a hotspot for home improvement projects, with 32,922 householder applications granted – leading the country in volume. This is followed by London (21,490) and East of England (20,207). However, in the North East, while having a lower number of applications, it’s the region with the highest percentage of approvals at 94%, making it an ideal region if you're looking for a smooth approval process. Regions with the highest number of granted planning
October 15, 2024
As across the UK temperatures officially hit single digits, homes will be turning to their trusty thermostats to give them some much-needed warmth this autumn. However, with your boiler sitting docile all summer, you may find yourself without heat when you need it. With an average of 5,100 searches each month, in autumn, searches for “boiler repair” begin to creep up. They peak in December as households find broken boilers when they need it the most. Searches have climbed 257% this month alone. With this in mind, Yell has partnered with David Doran, a plumbing expert at Blackstone Plumbing & Heating Ltd to find out what heating checks you need to make and how to avoid a winter breakdown. What checks should you carry out before turning your heating on? ● Check your boiler pressure Your boiler pressure gives you an idea of how efficiently your heating system is running by telling you the pressure of the water circulating through your system. If the pressure is too high, then this could cause leaks to develop. If it’s too low, the system won’t work as well, leading to ineffective heating, and you’ll find your home will be colder than expected. David explains, “Low pressure can result in ineffective heating, while high pressure can potentially damage your system.” He recommends keeping the pressure gauge between 1 and 2 bars, which provides the ideal balance for optimal performance. If you notice a slight increase in boiler pressure while it’s running, don’t worry—this is completely normal. Just ensure the pressure stays below the 3-bar mark during use. ● Check your thermostat Make sure your thermostat is working properly and accurately reading the temperature. If the readings are inaccurate, the thermostat might cause your boiler to work overtime, wasting energy trying to reach a room temperature that’s already been achieved. Conversely, it could shut the boiler off too early, known as short cycling, leaving you in the cold. David suggests, “ Consider replacing old thermostats with programmable or smart thermostats to improve efficiency. If your thermostat runs on batteries, check if they need replacing. ” ● Test out your heating system before you need it It’s important to test your boiler before you need it, to avoid being one of the thousands of Brits searching for “boiler repair” in December. Run your heating system for a short period (e.g., 15-30 minutes) to ensure all radiators heat up evenly and there are no unusual noises from the boiler or pipes (e.g., banging, clanging, or gurgling sounds). Should you notice anything untoward, such as cold spots, it’s worth reaching out to your local heating specialist . 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