BERKELEY HEIGHTS, NJ, Feb 26 (MARKET WIRE) --
The Yellow Pages Association(TM) (YPA(TM)) today announced that industry
research shows
2007 Yellow Pages usage grew to 17.2 billion searches in 2007, up from 16.7
billion in 2006.
Print usage remained stable with 13.4 billion print Yellow Pages references,
unchanged from 2006, according to the 2007 Knowledge Networks/SRI (KN/SRI)
Industry
Usage Study, while comScore reports Internet Yellow Pages (IYP) searches
increased
15 percent in 2007 to 3.8 billion, up from 2006's 3.3 billion IYP searches.
"The Yellow Pages medium is still a go-to resource for ready-to-buy
consumers. Overall
Yellow Pages usage increased in 2007 as Internet use continues to grow and
print usage stabilizes," said Neg Norton, president of YPA, which represents a
$31
billion Yellow Page industry worldwide. "Combined with a 27:1 average sales ROI
for
national display advertisers (1), the Yellow Pages in all formats is a
'must-buy'
medium for advertisers of all sizes."
Additional findings regarding Yellow Pages usage include:
-- Approximately 87 percent of the U.S. population used the print Yellow
Pages in 2007. (KN/SRI)
-- Average number of monthly IYP searchers up 16 percent: 73 million IYP
searchers per month in 2007, compared to 63.1 million IYP searchers per
month in 2006. (comScore)
-- Of the 144 million people performing local searches online in December
2007, over half (51 percent) used IYPs. (comScore)
The KN/SRI Industry Usage Study was based on 9,008 telephone
interviewsconducted in 2007. The research methods include use of a random digit
dial
sample with one adult selected at random in each contacted household. The
comScore qSearch Local & IYP data employs a proprietary panel of one million
U.S. panelists. These panelists agree to have their Internet behavior
confidentially monitored and captured anonymously.
For more information about YPA research, please visit
http://www.ypassociation.org. For a who's who directory of Search
Engines,Internet Yellow Pages and Local Search Tools, please visit
http://www.localsearchguide.org.
About The Yellow Pages Association
The Yellow Pages Association (YPA) is the largest trade organization of a
print and digital media industry valued at more than $31 billion
worldwide.Association members include Yellow Pages publishers, certified
marketing
representatives (CMRs) and associate members, a group of industry stakeholders
that include Yellow Pages advertisers, vendors and suppliers.
(1) CRM Associates 2006
Media Contact:
Jennifer Mirabile
Young & Associates
724-772-2038
Email Contact
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