After consulting the print Yellow Pages, eight of ten respondents report they initiated a contact by phone, in person, or by mail.  Forty percent of those who made a contact say it resulted in a purchase.

• 67% report reading 3 or more ads
  
  
• 65% say they feel there are just enough ads listed, while 22% state there aren’t enough
  
  
• 20% state they would like ads to contain more information (top information desired: store hours, prices, more information on products/services, store location).

• 81% report making a contact by phone, in person, or by mail with an average of 2.1 places of businesses (number of contacts made increased with purchase dollar amount)

• Of those who report taking action based on referring to the Yellow Pages, 40% say they went on to make a purchase and 46% say they were likely to. Nine out of 10 of those claiming to have made a purchase did so from a business seen in the print Yellow Pages and 40% say they were first-time customers.

• Respondents stated that over 50% of their purchases were for goods/services that cost more than $50.

• Print Yellow Pages users are more likely to be age 25 to 49, have some college education, reside in upper income households, be located in more suburban county areas, have larger families, and be more mobile (based on respondents surveyed who said they used the print Yellow Pages in the 30 days prior).

• Internet Yellow Pages users are more likely to be age 18 to 49, have at least some college education, reside in upper income households with larger families, be more mobile, be heavy overnight travelers, reside in more urban county areas and live at their current address less than five years (based on respondents surveyed who said they used the online Yellow Pages in the 30 days prior).

 
For more information on The 2008 Yellow Pages Association Industry Usage Study please contact the Yellow Pages Association.