Consumers who conduct searches in local directories are more likely to make a purchase than those who use search engines. According to information from the Yellow Pages Association's "2009 Local Media Tracking Study," about fo

rty percent of users intended to make or made a purchase after consulting Internet-based or print yellow pages.

"Our biggest value to local businesses is our ability to generate qualified leads from consumers who are ready to buy something," said YPA president Neg Norton, in the article. Advertisers see a high return on investment for their initial cash input, on average about $15 for every dollar on local display ads.

A separate study in referenced in eMarketer found that nearly half of Internet users look for product and service information in yellow pages, compared to ninety percent who use search engines.

But despite this disparity between search media, the YPA study showed that the results from print and Internet yellow pages were favored. 68 percent trust local information over search engines, and 67 percent believe it more accurate.

The study also showed a growth in the reach and frequency of Internet and print yellow pages between the first and second half of 2009. The number of respondents who use print yellow pages grew from 51.5 percent to 57.6 percent, and an increase of nineteen percent in references to print for those who use them. For Internet, the percentage of users grew from 31.6 to 37.9 percent, while Internet yellow pages usage frequency grew 24 percent per user.

"The combined reach of print and Internet Yellow Pages provides small and medium-sized business with the strongest platform available to target potential customers," Norton said. "In today's fragmented media environment, Yellow Pages' hybrid approach is the best way to attract consumers who get their information from multiple places before making a purchasing decision."