Yellow Pages ads help shoppers make purchase decisions. Almost half (48%) of Yellow Pages references are by people who are actively shopping; that is, they have not already chosen a business. And half of the users that have only one business or brand in mind when they seek out the Yellow Pages ends up looking at other ads. Overall, 70% of Yellow Pages users use the information in Yellow Pages ads to help in making shopping decisions.

Additionally, the Yellow Pages deliver a targeted audience. A locksmith's ad in the newspaper or on television or radio is wasted on those not in need of a locksmith. That same ad under the Yellow Pages "Locksmith" heading could prove invaluable to the user whose keys are locked in a car.