Yellow pages users are the people you want for customers.
Yellow pages users tend to be
college-educated and have higher household incomes
than non-users.* They live in metro areas and travel frequently. As consumers, they are savvy shoppers, influence their friends and seek value over price. Fifty-three percent
reference yellow pages on a weekly basis, and up to 89% make a purchase decision based on it.* They’re well-connected, too: Over 50% have broadband access and 70% of people
35-49 have cell phones. They also spend an average 25 percent more than non-yellow pages customers.**
Yellow pages usage is often driven by lifestyle events like having a baby or changing jobs. In fact, 70% of yellow pages users report that they turn to the
yellow pages to help them make important purchase decisions through the phone book, Internet or cell phone.* That’s why 85% of people who use the print yellow pages use the
online version as well.*** Whether your business is involved with lifestyle events or not, its clear consumers turn first to the yellow pages when they’re ready to buy.
Leading “Lifestyle event” motivators for yellow pages users:*
Expecting a baby
Separate/Divorce
Change jobs
Oldest child enters school
Engaged to be married
Buy first home
Graduates from school
Youngest child gets married
Makes last mortgage payment
Top ten headings referenced:***
Restaurants
Physicians & Surgeons
Automobile Parts – New & Used
Automobile Repairing & Service
Pizza
Attorneys/Lawyers
Automobile Dealers – New and Used
Dentists
Plumbing Contractors
Beauty Salons
*Source: Yellow Pages Association (2004)
**Simmons and MRI (2004)
***Yellow Pages Association (2004)
