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BizReport : Research archives : April 16, 2010

Study: 80% of local consumers impacted by classifieds

Don't write off that old phone directory just yet. A new survey tracking local consumers found that 80% were 'read to buy' after seeing a print or online yellow pages ad. The "Local Media Tracking Study", conducted by Burke is the first study to track both print and online yellow pages consumers.

by Kristina Knight

Study findings include:

• 8 of 10 consumers searched classifieds because they were 'ready to buy' (online version)
• 36% report actually converting a purchase after searching the classifieds (online version)
• 8 of 10 consumers looking at print classifieds report they were 'ready to buy'
• 39% report converting a purchase after seeing a print classified ad

"Our biggest value to local businesses is our ability to generate qualified leads from consumers who are ready to buy something," said Neg Norton, president, Yellow Pages Association. "This means that advertisers see a high return on investment for their advertising spend, which on average, is about $15 for every $1 spent on local display advertising. Consumers consult print directories and Internet Yellow Pages sites when they need information to help them make a smart choice when deciding with whom they are going to do business."

Alan Long, analyst with Experian/Hitwise, notes that the Shopping/Classified sector in March was heating up thanks to the addition of exclusive shopping clubs. The clubs offer members deeper discounts than typical rewards programs. Three of these clubs Ozsale, brandsExclusive and are at the top of the Apparel and Accessories segment of the Shopping and Classifieds category.

Tags: Burke, classified advertising, Hitwise, Internet Yellow Pages, online advertising, print advertising, yellow pages

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  • wiliamfleming

    Very useful point on local consume classification.I have gone through all the points which are given here I must say these are really impact in daily retinue.Thanks for have a great information on that.



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