While it may seem a bit odd, one of the biggest factors that increases Yellow Page usage is major life changes such as marriage, buying a house, a new baby, or getting a new job. It is these transitional times that require you to make specific purchases, and the Yellow Pages is the number-one resource consumers use, according to a recent study by the Local Search Association.1 Here are a few major reasons that life changes affect Yellow Page usage significantly:
Yellow Pages Satisfy a Need
One of the main things to keep in mind is that the main purpose of the Yellow Pages is to satisfy a need, not an interest group. As such, usage of Yellow Pages directories depends highly on major life events instead of entertainment or proximity. For example, when you buy or sell your home, get married, move to a new city, or change jobs, the Yellow Pages are there to help. In fact, a study by CRM Associates has found that major life events drive 80-90 percent of Yellow Pages usage.2 Following are some specific life events that increase Yellow Pages usage:
- People making a first-time financial investment are 3.1 times more likely to use the Yellow Pages.
- People getting married are 2.4 times more likely to use the Yellow Pages.
- Movers are 2.1 times more likely to use the Yellow Pages.
- Couples having their first child are 2.5 times more likely to use the Yellow Pages.3
- Yellow Pages Provide Information about Local Businesses
If you are undergoing major life events, it is likely that you need a variety of services and products and may want to purchase these without the hassle of browsing search engines for hours. In some cases, you may not even have Internet access yet, especially if you have recently moved to a new home. Grabbing a directory and searching for local businesses offering specific products and services can save you time and hassle and give you a chance to focus on other aspects of your major life event.
To understand the impact that major life changes have on Yellow Pages usage, it can help to keep in mind that the main purpose of the Yellow Pages is to satisfy a specific need and connect you with the right local businesses when you are ready to make a purchase. Ultimately, a Yellow Pages directory is much more than just a “”look-up”" medium—it is a shopping and buying guide that is available to you when you need it most.
1Local Media Tracking Study conducted by Burke on behalf of the Local Search Association
2Simmons Spring 2010 National Consumer Behavior Study