Print Yellow Page Users Take Action
According to new research by Knowledge Networks on behalf of the Association of Directory Publishers (ADP), the ADP National Yellow Pages Study shows that 85% of the U.S. population used a printed directory last year. Independent publishers (those not affiliated with local telephone companies) enjoyed a strong share of this consumer usage, with 40% of overall Yellow Pages look-ups going to independent directories.
Larry Angove, ADP President & CEO, says that "The usage share number confirms that independent publishers still have growth opportunities in print... the fact that independents are responsible for 40% of overall directory usage... indicates to national advertisers and their CMRs that independent directories are a... choice for their national placements."
Print Yellow Pages provides advertisers with consumers who take action after referencing a directory, says the study, with 78% of directory users contacting an average of two businesses:
- Telephone contact is the most common action taken (93%)
- In-person contact (31%)
- Online contact (10%)
- Mail (1%)
Learn more about the Association of Directory Publishers here.
JACK LOECHNER
Center for Media Research
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