99% of U.S. adults are familiar with the Yellow Pages. 46% refer to it in a typical week. Studies show that 86% are likely to make a purchase. No other medium can boast such a high follow-through.
Because directory usage is driven by major life events, all demographics are Yellow Pages demographics. That’s not to say that there’s nothing special about Yellow Pages users. The fact is that they are “better” consumers than any other media audience.
People who rely heavily on Yellow Pages are affluent, well educated, technologically savvy and willing to try new brands if they have the right information. They are value shoppers who are willing to spend more to get more value from a particular product or service. They are likely to spend time researching brands and products and they are motivated to buy.
Looking Ahead – Projected Growth
Demographic trends favor more value creation for Yellow Pages advertisers. Approximately 77 million "baby boomers" are actively engaged in sending children to college, welcoming new grandchildren and planning for retirement. As a result, they are making life decisions associated with higher-than-normal (about 50% higher) Yellow Pages use.
At the same time, the "baby boomlet" generation (approximately 79 million people under age 24) is just entering the family and career cycle of their lives. This means moving to new towns, buying new homes and planning weddings - all life events that drive Yellow Pages search.
