YP℠ Research Offers Insights on Consumers’ Local Search and Spending Behaviors
YP Searchers Are More Likely to Contact a Business, Make a Purchase and Spend More Per Purchase after the Search Process
New York, NY, June 13, 2017, Today YP, the publisher of yellowpages.com, the YP℠ app and The Real Yellow Pages® Directory, is releasing new research on consumers’ local search behavior. The research, conducted by comScore on behalf of YP, finds consumers who use YP to search are more likely to contact a business, make a purchase, spend more per purchase and use more sites/apps, devices and media in the search process.
“For more than 100 years, YP has connected consumers who are ready to buy with local businesses that are ready to help,” said Jared Rowe, Chief Executive Officer at YP. “Our goals with this research were to reinforce what we knew to be true and share these insights with local businesses and our clients so that we can help them better understand and connect with our audience.”
YP’s audience is ready-to-buy.
More than 60 million monthly consumers rely on yellowpages.com, the YP℠ app and The Real Yellow Pages® Directory each month, and these users are more likely to make a purchase after searching. According to comScore, 74 percent of YP users make a purchase compared to 68 percent of all searchers. In addition, YP users spend an average of 34 percent more per purchase than all searchers.
YP users are less likely to have a business in mind than all other searchers, which means they are more likely to engage a new provider of the product/service they need.
This means that YP has the ability to drive awareness for local businesses while also empowering people to make decisions. The research shows two out of three YP users start their search intending to make a reservation, appointment or purchase. Furthermore, 91 percent of YP users contact a business after searching. That includes everything from visiting a website or place of business to calling and emailing to filling out an online contact form.
YP users device hop, but value both print and digital media more so than the average searcher.
Consumers zigzag from device to device, site to site, online to offline in their search for products and services. The research shows YP users own and use more devices than all searchers and on average turn to 5.6 sources of information. Additionally, they switched sites and media, with YP users 135 percent more likely to use print yellow pages than all searchers.
“Consumers today are using multiple forms of media to find and engage with local businesses. One minute they are online, the next minute they are offline” said Rowe. “As a business owner, it is important to understand who your customers are and develop integrated marketing strategies that target the right audience at the right time and place.”
For more information, visit, http://biz.yellowpages.com/yp-advantage-report-2017. Also, follow the conversation #TheYPAdvantage.
About the Survey
YP commissioned comScore, Inc. to survey 8,334 U.S. adults who had conducted a search for a local product or service within the previous 30 days. comScore looked at all searchers, and if they used YP (yellowpages.com, the YP℠ app, or the YP Real Yellow Pages® Directory) as part of their search, the “YP user” label was applied. The survey was conducted online between March 17th and April 5th.
YP is a media company dedicated to connecting local businesses with a ready-to-buy audience. YP’s flagship consumer brands include the popular YP℠ app, yellowpages.com and The Real Yellow Pages® Directory, which are used by more than 60 million visitors each month in the U.S. (Internal Data, October 2016). YP offers integrated solutions that are designed to help local businesses build their presence and expand their reach through a variety of print and digital products. YP has a team of marketing experts in local markets across the U.S. with relationships spanning nearly half a million advertisers. For more information on YP, visit us at http://corporate.yp.com. Follow us on Facebook: https://www.facebook.com/ypforbusiness and on Twitter: @yp and @ypforbusiness.
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