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?
Event (Expected/Anticipated) |
Yellow Page Usage Increases |
| Youngest Son Gets Married | 252% |
| Oldest Child Enters School | 240% |
| Second Child is Born | 218% |
| Change Jobs - Lower Level/Pay | 212% |
| First Time Financial Investment | 211% |
| Separated / Divorced | 208% |
| Get Married | 206% |
| Collect from Pension/Savings/Stock Plan | 202% |
| Youngest Child Leaves Home | 200% |
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.
