YP's research on consumers' local search behavior conducted by comScore found consumers using the directory — other than a search engine or other media — are more likely to contact a business, make a purchase, spend more per purchase, and use more sites, apps, devices and media in the search process.
They also hop from device to device and are 64% more likely to bounce within one search, with 20% switching devices compared to 12% of all searchers. compared with those searching on other publishers, retail sites or search engines.
The study surveyed 8,334 consumers who had conducted a search for local businesses or services within the previous 30 days. comScore analyzed search behavior and whether or not consumers included YP as part of their search process. If they did, comScore evaluated their behavior as a "YP users" and compared them with "total searchers."
Jared Rowe, YP CEO, called the survey an extension of learning more about the sites' audience. "You can't be an expert in your audience unless you know them well," he said, calling the site "a publisher" and the "only real Yellow Pages."
The study found that more than 60 million monthly visitors to the site or its apps are more likely to make a purchase after searching for a product or service. About 74% of YP users make a purchase compared with 68% of all searchers, according to comScore.
YP users also spend an average of 34% more per purchase than those searching on other sites such as engines and retail sites on mobile and desktop.
For example, YP users typically spend $613 for auto services compared with $484 for all others searching for services on other platforms. Insurance, and physicians and surgeons are the only categories in which searchers spend less.
Perhaps this is because those searching across all YP properties are less likely to have a business in mind, which means they are more likely to take a chance on a less familiar business.
Of the people searching on YP, 91% contacted a business -- most within 24 hours -- and about half called or visited the physical store. Of those 91%, 57% immediately contacted a business through the company's Web site, made a phone call, filled out a form, dropped an email, or went in person to the store. About 68% of them made an appointment or reservation or asked for a quote request, or reservation.
The research also shows that YP users own and use more devices, contacting about 5.6 sources, than those searching on other platforms. They switch sites and media, with YP users 135% more likely to use print yellow pages than all searchers.
The study analyzes categories such as attorneys, auto services, dentists, home improvement, insurance, pet services, physicians & surgeons, and restaurants and bars.