Last month the YPA released third party data that argued yellow pages offer the greatest local reach and trust of any competitive ad medium. Today comes part two that says 80% of consumers consulting yellow pages are “ready to buy.”
Here are the top-line data from the release:
- 8 out of 10 Internet Yellow Pages searches were from people who said they were ready to buy, with 36 percent reporting they had made a purchase after finding local business information at an Internet Yellow Pages site, and an additional 44 percent saying they intended to make a purchase.
- Approximately 8 out of 10 print Yellow Pages searches were from people who said they were ready to buy, with 39 percent reporting they had made a purchase after finding local business information in a print Yellow Pages directory, and an additional 39 percent saying they intended to make a purchase.
Here are some charts that illustrate these and related data:
Now come two slides that seek to refute the notion that people consulting the yellow pages (online or in print) are looking for contact details for a business they already know or have already selected:
Here’s what TMPDM/comScore say about the known vs. unknown business question (click to enlarge):
Source: comScore/TMPDM (7/09, n=4,000)
What the slide immediately above says is that 39% of online and 17% of print YP users don’t have a company in mind when consulting these resources. The print number in the YPA/Burke data above is fairly consistent with the comScore findings, but there’s a 20 point discrepancy between the comScore and YPA/Burke data regarding online directories.
The larger communication in the data and the release is: YP is widely used by consumers who are ready to buy but in many cases haven’t decided where or from whom to buy.
Do you agree with/believe the YPA/Burke findings or are you skeptical?