{"id":117515,"date":"2012-08-08T21:20:00","date_gmt":"2012-08-09T02:20:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/life-events-drive-yellow-pages-usage\/"},"modified":"2024-12-21T05:53:27","modified_gmt":"2024-12-21T10:53:27","slug":"life-events-drive-yellow-pages-usage","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/life-events-drive-yellow-pages-usage\/","title":{"rendered":"Life Events Drive Yellow Pages Usage"},"content":{"rendered":"

Print Yellow Pages are a unique medium in that they\u2019re only used when consumers are looking to make a purchase.\u00a0 There\u2019s no other need to open that Yellow Pages directory other than to pick a business and make a purchase.\u00a0 That means that Yellow Pages users are highly motivated and ready-to-buy.\u00a0 While other media waste impressions on users who aren\u2019t actively shopping, you can bet that the consumers who see your Yellow Pages ad are there with a purpose in mind and their wallet ready to be opened.\u00a0 In fact, 85% of Yellow Pages users end up making a purchase (2011 Yellow Pages Association Local Media Tracking Study).<\/p>\n

Often Yellow Pages users are perceived as bargain hunters, but according to CRM Associates<\/a>\u2019 2011 Yellow Pages Trends & Opportunities report, that assumption is incorrect.\u00a0 The Simmons<\/a> Spring 2011 National Consumer Behavior Study found that Yellow Pages shoppers typically spend nearly 30% more than average consumers.\u00a0 These findings were consistent with previous years\u2019 findings, which have averaged around 25%.<\/p>\n

Yellow Pages users typically spend more for a few reasons, which tend to differ by category.\u00a0 Sometimes they\u2019re just more frequent shoppers, or they tend to be smart shoppers who choose more expensive, higher quality products.\u00a0 Often, however, users are buying based on major life events.\u00a0 Whether these life events are long-anticipated or completely unexpected, the need to buy is usually immediate and the opportunity to bargain hunt is limited.\u00a0 As a result, these types of consumers often cannot take advantage of sales and must pay full price.<\/p>\n

Life events driving Yellow Pages usage typically fall within a handful of general categories: Buying, selling, or renovating a house; a change in financial situation, such as a new or lost job; a change in marital status; starting\/finishing school; having a baby. \u00a0Parents also tend to use the Yellow Pages when many of these same life events take place in the lives of their children. \u00a0When these events happen, certain purchases must be made, and shoppers flood to the Yellow Pages in greater numbers.\u00a0 CRM Associates<\/a>\u2019 analysis finds that Yellow Pages usage is 2.3 times higher for those experiencing these life events than those without, and it estimates that 85-90% of all Yellow Pages personal usage is tied to these sorts of life events.<\/p>\n

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