Yellow Pages Still Top Local Search Provider

Yellow Pages Still Top Local Search Provider

Yellow Pages Still Top Local Search Provider

Many predicated that instant access to online directories and search engines would be the nail in the coffin of print directories like the Yellow Pages, but they were wrong. Recent research, gathered by M/A/R/C Research, has proven that AT&T’s Real Yellow Pages is still generating plenty of community marketing opportunities. 14,000 display ads were deployed with unique phone numbers that allowed the research firm to track how people were responding to the ads.

The company also interviewed over 50,000 adults in 125 of AT&T’s most active markets in 2010. The surveys were conducted to industry research standards to ensure the information gathered was valid. Some very interesting patterns and trends developed in the results of these surveys. Nearly 70% of respondents said that they had utilized a print directory copy of the Real Yellow Pages in the last year. Consumers living in areas that receive AT&T services in their area were four times as likely to turn to their Yellow Pages than those in non-AT&T service areas.

While other Yellow Pages do exist, 68% of surveyed adults who had used some form of print directory in the last month had chosen the AT&T directory. YP.com, the online version of AT&T’s Real Yellow Pages, is growing in popularity too. 29% of survey respondents reported use of the website, while in 2009 that number was only 17%. Altogether, nearly 80% of surveyed adults said they had used either the print or online directory within the last year.

These high usage levels in 125 markets indicates that print advertising in the Yellow Pages is still a valuable method of advertising. Another survey, conducted by CRM Associates, saw an increase in the calls to over 14,000 advertisers who put in print ads in local directories like the Real Yellow Pages.


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