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Usage Survey of BigYellow® Shows Visitors Are Buyers
With 52% Conversion Rate- Contact to Purchase- BigYellow Attracts
Loyal Buyers Online
December 15, 1999
Falls Church, VA -- Online shopping directories may only be five years
old -- as compared to the 100-year success of the print Yellow Pages -- but
a just-released usage survey shows that consumers are using Bell
Atlantic's BigYellow to contact businesses and purchase products and
services at nearly the same rate as the print Yellow Pages.
BigYellow, an online shopping directory with 13 million searches per
month, announced the results of an online site survey conducted by NFO
Ad:Impact of 1500+ respondents who visited the BigYellow site. The site
visitor profile was comprised of both prior users (80%) and first-time users
A major study finding was that 84% of prior BigYellow site users
contacted a business based on a search, and 62% went on to purchase a
product. This is a 52% conversion rate for prior Big Yellow visitors. For
first time users, 67% contacted a business with 41% purchasing a product.
In comparison, a 1998 NYPM Ratings Study of print Yellow Pages usage
conducted by NFO Ad:Impact showed that 81% of Bell Atlantic Yellow
Pages references resulted in contacts, with 57% resulting in a purchase.
"This is quite significant for the advertising community as the
survey shows that the immense selling power of the print Yellow Pages is
being replicated on the Internet," said Emil Morales, vice president,
NFO Ad:Impact. "While the ability to count site visitors and
searches has been available for some time, now for the first time,
BigYellow has proof that its visitors don't just search, they buy."
Other major findings show that the BigYellow visitor is typically a repeat
visitor -- ten times a month. And, on average, visitors spend more than ten
minutes searching BigYellow's 11 million business and 227 million
residential listings each time they visit. The mostly frequently searched
categories included retail shopping, restaurants, computers, entertainment,
travel, auto, and home improvement. And, the visitors themselves were
educated, successful professionals. More than 60% had completed
college. Executives, professionals, and those in technical position
accounted for 87.5% of the visitors. And, 90% of the visitors had
household incomes of at least $50,000 per year.
"The NFO survey findings substantiate the reach of the Internet, the
effectiveness of BigYellow, and the "ready to buy" behavior
of users of online shopping directories like BigYellow," said
Michael Souder, vice president, Bell Atlantic Electronic Commerce
Services. "The survey shows that consumers return time and again to
BigYellow, and as they return, find more uses for BigYellow's listings and
information in both their professional and personal lives."
The NFO Ad:Impact study was conducted for two weeks in April, 1999,
with a sample of 1,530 self-selected respondents answering 38 survey
questions. Respondents who successfully completed the survey received a
T-shirt incentive. Site visitors were randomly asked to participate in the
survey via an "nth" pop-up window.
NFO AD:IMPACT is a subsidiary of NFO Worldwide, Inc. NFO AD:
IMPACT specializes in providing syndicated and custom market research
products and services to the Print Yellow Pages and Internet media
About NFO Worldwide
NFO Worldwide, Inc. (NYSE: NFO) is a leading provider of research-
based, marketing information and counsel to the worldwide business
community. With almost 13,000 full and part-time employees operating in
35 countries; in-depth expertise in all research methodologies; and in-field
marketing experience across multiple market sectors, NFO provides
clients with trusted insight into the behaviors, attitudes and opinions of
customers around the globe. Key services include comprehensive counsel
on market evaluation, product development, brand management, customer
satisfaction, pricing, distribution, and advertising effectiveness. The
Company delivers custom and syndicated marketing information and
counsel to over 3,000 clients in key market sectors such as packaged
goods and foods, healthcare, financial services, high-
tech/telecommunications, travel & leisure, automotive and business to
business. NFO is the largest custom marketing research firm in North
America, and among the top three in the world. Together with its
subsidiary and affiliated companies, NFO is the world's largest provider of
Internet-based custom marketing research services.Visit NFO Worldwide
on the Web http://www.nfow.com.
About Bell Atlantic
Bell Atlantic is at the forefront of the new communications and
industry. With 43 million telephone access lines and nearly 10 million
wireless customers worldwide, Bell Atlantic companies are premier
of advanced wireline voice and data services, market leaders in wireless
services and one of the world's largest publisher of yellow pages shopping
directories. Bell Atlantic companies are also among the world's largest
investors in high-growth global communications markets, with operations
investments in 23 countries.