The Yellow Pages Association has just released a new study on print White Pages conducted by Wiese research and some of the findings are quite interesting.
When consumers are referencing business phone numbers , print Yellow Pages (80%) continue to be the predominant source for this information while the printed business White Pages (69%) are also used quite often.
Nearly seven in every ten consumers have used both the White and Yellow Pages of a phone directory in the past 30 days. When White Pages usage is further segmented into residential versus business listings, it can be seen that the proportion of consumers using (as well as the frequency of use) is greater for the business White Pages than for the residential White Pages.
53% of those who have used the business White Pages in the past 30 days made a purchase, while one in five of these uses (21%) resulted in a new customer relationship. Over half of those who made a purchase using the business White Pages (59%) also referenced the Yellow Pages.
Member companies who are interested in obtaining more information on this study can contact Larry Small.