Finding Consumers Who Are Ready to Buy

Users trust directories more than search for local info

According to research conducted by Burke and commissioned by the Yellow Pages Association (YPA), users of print and online directories are prepared to make a purchase after researching local businesses.

About eight in 10 users of either type of directory bought or planned to buy a product after their search.

“Our biggest value to local businesses is our ability to generate qualified leads from consumers who are ready to buy something,” said Neg Norton, president of the YPA, in a statement. “This means that advertisers see a high return on investment for their advertising spend, which on average is about $15 for every $1 spent on local display advertising.”

A Q1 2010 study from BIA/Kelsey and ConStat found that 48% of Internet users looked for info in online yellow pages when researching local products and services, compared with 90% who used search engines.

But the YPA “2009 Local Media Tracking Study” found greater trust in both print and Internet yellow pages than in online search. Two-thirds of respondents said directories were more trustworthy and accurate for local information.

Aside from the YPA’s interest in print and online directories, respondents were asked about search in general rather than local search specifically.

Research on local search behavior from TMP Directional Marketing and comScore indicated that for most business categories, Internet users did use general search engines rather than specific local search sites.

But users of local search were 12 percentage points more likely to visit a store in person than users of online yellow pages or general search. Most Internet directory users did contact a store by phone after their research.

Article quoted from eMarketer.com