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Online Shoppers Not Buying

by ShannonH 12 January 2012 08:44

How many Internet shoppers actually buy online? Ten percent? Twenty percent? More? Actually the number is less than 6 percent. "We're 15 years into the consumer Internet, but lots of people don't realize that most retail commerce still happens in local markets," Brendan Morrissey, CEO of Netserve, recently told Tech Journal.

While the number of people who browse using online search engines is high—more than 90 percent—when it comes to actual sales, consumers prefer a local provider.

Figuring out how to capture that local market is a challenge, but research shows the best way to do it is through a print directory such as the Valley Yellow Pages.

Though Morrissey says that "people don't use Yellow Pages anymore," other research shows otherwise—local shoppers need a local connection. In fact, more than 60 percent of online researchers include print directories in their searches, with most consumers preferring a multi-platform approach.

You can't afford to risk alienating those who prefer the power of print. You need a complimentary method of reaching your consumers across channels.

So, go ahead and market online, but while you're doing it, remember to keep the Valley Yellow Pages as part of your overall strategy. It's real and it works.


Longevity and Trust

by ShannonH 12 January 2012 07:34

When you need advice, you don't ask a stranger, do you? Most likely, you turn to a friend or trusted professional. For more than two decades, the Valley Yellow Pages has been that trusted advisor, helping connect businesses and consumers in a cost-efficient, user-friendly way.

The impact of digital commerce can't be denied—there's a ton of information on the Web. The question is how do you know who to trust? Traditionally, print Yellow Pages have been reliable sources of information—and with good reason. Most retailers include print directories as a first line of marketing, and most consumers still turn to them when looking for goods or services.

In fact, the Radio Advertising Bureau reports the following statistics. According to a 2011 report from CRM Associates, 89 percent of users of the print Yellow Pages will eventually make a purchase compared to 79 percent for Internet Yellow Pages users. Additionally, the Local Search Association found that 70 percent of Yellow Pages users utilize the information in Yellow Pages ads to help in making shopping decisions.

Yellow Pages directories have been a part of American advertising for more than a century—and in the eyes of the buying public, that's trust you can count on.


Yellow Pages Users Demographics

by vikkip 11 January 2012 13:55

The Internet may a popular choice in consumer search options, but print Yellow Pages directories are still holding ground, particularly among certain demographics of consumers.

Overall, total use of Yellow Pages directories remains unchanged since 2006, according to 2011 research by Simba Information, reported by the Radio Advertising Bureau.

And who's using the directories may just surprise you. Typically, Yellow Pages users are working adults, ages 25 to 65, with incomes between $25,000 and $100,000. In other words—just about everyone.

But what are they looking for? Number one on the list is restaurants, but not far behind are auto parts stores, auto repair shops, beauty salons, plumbers, and local attorneys and physicians. And research reveals that the average top heading local display ad in a Yellow Pages book results in more than 200 calls per year.

What does that say for you? If you're running a small business with a local presence, chances are your consumers are looking for you in the Valley Yellow Pages. Make sure you're there—because they are.

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