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Yellow Pages Advertising Statistics
 

According to USA Today, 33% of people say there is no substitute for using the phone book. 81% of Yellow Pages users say they start at the beginning of a heading when they don't have a company in mind. The average Yellow Pages user looks at 5.2 ads when they reference the Yellow Pages.

66% of consumers believe that businesses with larger ads have a more established reputation.

42% will contact two or more advertisers.

63% of references in the Yellow Pages are within the display ads (as opposed to the listings)

There are over 4200 active headings in the Yellow Pages.

There are approximately 6000 directories in the US.

According to Statistical Research Inc. 79% of people want more information in Yellow Page ads.

Business use accounts for 21% of Yellow Pages Advertising references.  Personal use accounts for 79%.

81% of people who use the Yellow Pages will make contact with an advertiser.

76% of people agree that Yellow Pages Advertising encouraged them to contact a business they had not previously considered.

Over 95% of homes in the United States have a Yellow Pages directory.

77% of adults say they reference the Yellow Pages monthly.

58% say they reference it at least once per week.

In a study conducted by Wharton Professor Gerald Lohse, the following information was discovered:

• Consumers spent 54% more time viewing ads of companies that they ended up contacting.
• Ad size had the largest impact on viewing time.
• People spent 21% more time viewing color ads, than the equivalent non-color ads.