Usage of Internet Yellow Pages

Among those people who used the Internet Yellow Pages in 2000: 35% made a purchase after the average reference

69% either made a purchase or were likely to do so

21% also referred to the paper YP in connection with the average reference These data suggest that rather than being competitive with each other, print yellow pages usage and Internet yellow pages usage are complementary. People who are heavy users of one tend to be heavy users of the other, suggesting that this group comprises fairly sophisticated shoppers that make use of multiple media and sources of information before making final decisions. Source: Statistical Research, Inc.