Study: Online Yellow Page Searchers Spend More than Local Search Users

An article on (free, registration req.): Online Yellow Pages Users Buy Quicker And Spend More, discusses the findings of a new ComScore Networks study that shows consumers who search using Internet yellow page services are more “likely” to buy that those who searching using local search services like Google Local and Yahoo Local.

Released at the Ad:Tech Conference here at the San Francisco Marriott, the survey found that people do fewer searches on IYP before they buy. Consumers who turned to their online yellow pages directories to find specific retailers in their local area performed five searches before they purchased. On the search engines, they did eight searches…Online, IYP consumers spent on average between 5% and 17% more than they did on the search engines in the category they searched in, the study found. And they spend offline, too — between 13% and 17% more in brick-and-mortar stores after searching in IYP than searching on an engine.

The study was done independently in 2004 by comScore after a request from the Yellow Pages Association.

Note: If you don’t have an login, a copy of the article is available (PDF) on the Yellow Pages Association web site. Media Post and Clickz also have stories about the study.

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