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New Yellow Pages Association Data Confirms Yellow Pages Users Are Ready-To-Buy; Knowledge Networks/SRI Industry Usage Study Released

Posted on: Thursday, 24 August 2006, 09:00 CDT

Reporting continued steady usage of the Yellow Pages, the Yellow Pages Association(TM) (YPA(TM)) has announced results from the 2006 Knowledge Networks/SRI Industry Usage Study that demonstrate the medium repeatedly delivers consumers who are ready-to-buy.

In fact, 87 percent of print Yellow Pages users and 68 percent of the Internet Yellow Pages (IYP) users made or intended to make a purchase after referring to the Yellow Pages. Additionally, 58 percent of IYP users and 39 percent of print Yellow Pages users were new customers to the businesses they chose.

"The Yellow Pages - in all formats - continue to provide consumers with highly relevant information about local businesses to help them make smart buying decisions," said YPA President Neg Norton. "The Yellow Pages continue to be a healthy and vibrant medium that delivers highly qualified and motivated buyers."

According to Knowledge Networks/SRI, overall print and IYP references increased from 16.1 billion in 2004 to a total of 16.3 billion references in 2005.

Heavy users of the print Yellow Pages are 25-49 years old, college-educated, reside in upper-income households, have large families, travel frequently and have recently moved. This profile also fits IYP users, but skews to a slightly younger audience, 18-49.

The most popular headings for Yellow Pages consumers are similar for print and online, with the IYP user slightly more focused on travel and entertainment.

The Top 10 headings for print Yellow Pages are: (1) Restaurants, (2) Physicians & Surgeons, (3) Auto Parts-New & Used, (4) Auto Repairing & Service, (5) Pizza, (6) Attorneys/Lawyers, (7) Auto Dealers-New & Used, (8) Dentists, (9) Hospitals and (10) Plumbing Contractors.

The Top 10 headings for online Yellow Pages are: (1) Restaurants, (2) Hotels, (3) Physicians & Surgeons, (4) Florists-Retail, (5) Auto Dealers-New & Used, (6) Auto Repairing & Service, (7) Theaters/Movies, (8) Dentists, (9) Attorneys/Lawyers and (10) Auto Parts & Supplies-New & Used.

The Knowledge Networks/SRI Industry Usage Study was based on 18,286 telephone interviews over 2004 (9,208) and 2005 (9,078). The research methods include use of a random digit dial sample with one adult selected at random in each contacted household.

For more information about the study contact Larry Small, YPA director of research, at larry.small@ypassociation.org.

About The Yellow Pages Association

Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA) is the trade organization of a print and digital media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, who produce products that account for approximately 90 percent of the Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry's international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in 26 countries.

Neg Norton is president of the Association. Katherine J. Harless, president of Verizon Information Services, is the Board Chair. YPA board member companies include AT&T Yellow Pages, BellSouth Advertising & Publishing Corp., R.H. Donnelley, Yellow Pages Group, Ambassador Publications, the Association of Directory Marketing, DataNational/Volt Directory Systems, Marquette Group, RR Donnelley and Wahlstrom Group.

The Yellow Pages medium provides a powerful return on investment for advertisers and can serve as the cornerstone of an integrated advertising media mix. For more information, please visit the YPA Web site at www.ypassociation.org or call (908) 286-2380. To learn more about Yellow Pages advertising, visit www.buyyellow.com. For a Who's Who of Internet Yellow Pages and search engines, visit www.localsearchguide.org.

About Knowledge Networks/SRI

Knowledge Networks/SRI delivers quality clients can use - superior methodologies, design, and analysis that provide clients an edge when it comes to understanding consumers and making business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards. For more information, contact: Dave Stanton, Vice President, Marketing Communications, dstanton@knowledgenetworks.com.

Source: Business Wire

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