The Yellow Pages are a valuable source of qualified leads: Most print and Internet Yellow Pages consumers either make or intend to make purchases after consulting those sources, according to a study by the Yellow Pages Association.
Among consumers who had conducted Internet Yellow Pages searches in the previous month, 80% said they were ready to buy, including 36% who said they made a purchase after finding local business information at an Internet Yellow Pages site and 44% who said they intended to make one.
Among consumers who referenced print Yellow Pages in the previous month, 78% said they were ready to buy, including 39% who said they made a purchase after finding local business information in a print Yellow Pages directory and 39% who said they intended to make one.
"Our biggest value to local businesses is our ability to generate qualified leads from consumers who are ready to buy something," said Neg Norton, president, Yellow Pages Association. "This means that advertisers see a high return on investment for their advertising spend, which on average is about $15 for every $1 spent on local display advertising."
Below, other findings from the Local Media Tracking Study conducted by Burke for the Yellow Pages Association.
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Some 65% of consumers surveyed said they had referenced print or Internet Yellow Pages when looking for local business information within the previous month, according to the study.
That reach extends to new customers:
- 40% of those who made a purchase said they found and made that purchase from a new company after reviewing local information on an Internet Yellow Pages site.
- 35% of those who made a purchase said they found and made a purchase from a new company after reviewing local information in a print Yellow Pages directory.
In addition, Yellow Pages advertising builds brand awareness:
- Among consumers who conducted Internet Yellow Pages searches, 37% said they had no company name in mind when they started their search.
- Among those who referenced print Yellow Pages, 34% said they had no company name in mind when they started their search.
About the data: Findings are from the first annual Local Media Tracking Study, conducted by Burke for the Yellow Pages Association. The study polled 8,062 consumers in 2009, 80% via online panels and 20% via telephone. A separate comScore study evaluated total use of Internet Yellow pages in 2009.