Print Yellow Pages Drive Local Transactions

Archive [Dated Content]

October 2008 -- The Association of Directory Publishers (ADP) National Yellow Pages Study, conducted by Knowledge Networks, reveals 85% of the U.S. population used a printed directory last year.
 

According to the study, 78% of print directory users contacted an average of two businesses as a result of using the print Yellow Pages. Telephone contact is the most common action taken (93%), followed by in-person contact (31%), and online contact (10 %).

Independent publishers (those not affiliated with local telephone companies) had a strong share of this consumer usage, with 40% of overall Yellow Pages look-ups going to independent directories.

 

About:  The ADP National Yellow Pages study was conducted by Knowledge Networks via a nationally representative U.S. sample of 4,352 persons 18 years old and over using KnowledgePanel, their online consumer panel based on a probability-based sample of the U.S. population that includes offline households. The purpose of this study was to understand print Yellow Pages usage, usage share among publishers, and details of the users. The study was conducted between November 1, 2007 and April 30, 2008.

Source: PR Newswire, Study Reveals Independent Yellow Pages Garner 40% Share of Overall Directory Usage, Indicating Compelling Opportunity for National and Local Advertisers to Reach Consumers, October 22, 2008