Study: Jewelers top draw in Yellow Pages

Consumers seeking jewelry let their fingers do the walking quite a bit, according to a new study from the Yellow Pages Association (YPA).

According to the YPA, the "Jewelers" heading generates more than 25 million references annually and ranks 88th out of more than 4,000 headings listed in both the print and online versions of the Yellow Pages.

With 87 percent of Yellow Pages searches for jewelers resulting in a purchase, the Yellow Pages advertising medium is a strong ally for jewelers, the study finds. On average, 61 percent of Yellow Pages users are new customers to the jewelry store discovered in the directory.

"Print and Internet Yellow Pages have proven to be a valuable investment for the retail jewelry industry, as jewelers typically receive more than $15 in sales revenue for every $1 spent on print Yellow Pages display advertising," YPA Director of Research Larry Small said in a press release. "With nearly 30,000 jewelry stores nationwide, jewelers are finding that Yellow Pages are still an important and relevant resource when it comes to consumers and their buying habits."

Released by the YPA, data for the study was gleaned from 2007 Knowledge Networks/SRI, 2006 CRM Associates and U.S. Census Bureau data.
Source: nationaljewelernetwork