Americans Reference ‘Jewelers’ Heading in Record Numbers in November
November 16, 2011 | Contributed by: Natalie Wuchenich
With the holidays right around the corner, Americans nationwide looking to buy the perfect gift for a loved one, will turn to Yellow Pages search tools in record numbers to find a local jeweler.
More than 31 million searches are made for “jewelers” in print and Internet Yellow Pages each year, with the highest number of lookups occurring in November, according to our Local Media Tracking Study released earlier this year.
The study also found that:
- Men continue to drive searches for jewelers in print and Internet Yellow Pages, compromising 60% of searchers.
- Of the total number of searches each year, more than 70% are made by married individuals.
- Prior to referencing print Yellow Pages, nearly half of consumers (48.1%) had a decision to make, meaning they had no jewelers or multiple jewelers in mind.
- Nearly three out of four consumers searching for jewelers (73.1%) look at multiple ads, turning to an average of 7.4 ads before making a purchase decision. This is significantly higher than the 4.7 ads referenced in the average Yellow Pages search.
- Consumers, on average, spend $227 after searching for “jewelers.”
Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, says that print and Internet Yellow Pages are an important asset for their members to connect with customers.