August Auto Rental and Leasing Searches Kick Into Overdrive
August 19, 2010 | Contributed by: Larry Small
With summer winding down and the start of the school season just weeks away, many of us are taking our last vacation getaways while we still can. So it’s no surprise that in August, Americans nationwide will turn to Yellow Pages local search tools in record numbers to rent or lease a car.
In fact, more than 55 million references are made to automobile renting and leasing in print and Internet Yellow Pages each year, with the highest number of lookups occurring in August, according to the Local Media Tracking study conducted by Burke for the Yellow Pages Association. Additionally, “Auto Rental and Leasing” is among the top 40 most referenced headings from more than 4,000-plus.
Our data show that businesses advertising in this heading reach a highly-favorable customer base:
- Nearly two-thirds (62.7%) of consumers referencing the automotive rental and leasing heading follow up with a purchase compared with 49.3% for all headings combined.
- Because an auto rental is such an infrequent purchase, most consumers need information to help them decide where to make a purchase. Seventy percent of Yellow Pages users either have no company name or multiple names in mind when looking at the heading, and more than half of shoppers (52.5%) end up doing business with a business that they have never used before.
- Purchasers who used print or Internet Yellow Pages are about three times more likely to spend $101-200 than the average headings user, and two times as likely to spend in the $201-500 range.
- Those most likely to reference this heading are 25- to 34-year-old males with a college degree. They also tend to be single and live in the Northeast.
These data points show the great value and return-on-investment that Yellow Pages directory ads provide for automotive businesses seeking to reach ready-to-buy consumers.
For more information, read our press release about the auto rental and leasing heading.