Yellow Pages satisfy a need, not an interest group. And unlike other media, directory usage is driven by major life events instead of entertainment or proximity. When people buy or sell their homes, marry, move to a new town, send their kids to college, retire... that's when they use Yellow Pages more than ever!
What are the major life events that drive 70% to 80% of Yellow Pages usage? According to the Simmons 2006 National Consumer Survey, the single biggest event is a first time financial investment. This increases Yellow Pages usage by 165%.
| Event (Expected/Anticipated) |
Yellow Page
Usage Increases |
| First time financial investment |
165% |
| Youngest daughter gets married |
160% |
| Youngest son gets married |
140% |
| Oldest child entering school |
124% |
| Change jobs |
120% |
| Expecting first child |
115% |
| Separating/divorcing |
109% |
| Youngest child graduates college |
94% |
| Refinace home |
84% |
These life events trigger needs, and consumers look to the Yellow Pages for information about businesses that can satisfy those needs. They are ready-to-buy, trust advertising and are looking for information to help in their shopping decisions.
Perhaps more than most advertisers realize, for life-event-driven consumers, the Yellow Pages play a significant role in product and brand selection. A Yellow Pages directory is more than a "look-up" medium, it's a "shopping – and frequently a "buying" – guide" for a large number of users.
|
