Theater-Goers Make the Most of Yellow Pages in January

Contributed by: Larry Small

With all the hustle and bustle and entertaining of the holidays, it’s no surprise many of us don’t make it to the December movie blockbusters. Research tells us that many Americans turn to the Yellow Pages for help researching local theaters in January in an effort to catch up on the movies they missed – without the lines. The “Theaters” heading makes its second biggest splash of the year in November.

It should come as no surprise that “Theaters” is the 20th most referenced heading of more than 4,000. According to the 2008 Motion Picture Association of America (MPAA) Theatrical Statistics Report, the theater industry is a nearly $10 billion industry domestically. One thing you may not know however is that the motion picture community comprises primarily of small businesses and entrepreneurs. Of the over 115,000 businesses nationwide, 81 percent employ fewer than 10 people, according to an MPAA economic impact report, which is probably why so many consumers turn to the Yellow Pages for local listings. I imagine that percentage drastically increases when referencing performing arts and children’s theaters.

Some interesting findings on who is searching for theaters:

  • Over 96 million searches per year
  • Prior to opening the Yellow Pages, 43% of the users had a decision to make – that is, 16% did not have any name in mind and 27% had two or more names in mind (notably higher than the all-heading average)
  • Almost all (98%) of the references in this heading are for personal reasons
  • 88% percent of consumers referencing the heading follow up with a ticket purchase
  • Finally, good news for theaters, the average Yellow Pages consumer spends $71 at the point of purchase

One Response to “Theater-Goers Make the Most of Yellow Pages in January”

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