SOURCE: Yellow Pages Association

Yellow Pages Association

June 14, 2010 12:07 ET

Yellow Pages Association: Golfers Hit the Course in June

Annual June Increase in Golf References Led by Searches for Equipment and Public Courses

BERKELEY HEIGHTS, NJ--(Marketwire - June 14, 2010) -  The start of June signals the beginning of summer and the rise of golf-related searches in print and online Yellow Pages. Golfers nationwide will search for "golf equipment" and "public courses" more than average this month, with golf equipment peaking in references for the year. Combined, the two search terms receive nearly 39 million references annually according to a Knowledge Networks/SRI study.

A review of the data showed that:

  • Of those who purchased golf equipment after their search, nearly three-quarters (73 percent) were new customers to where the purchase was made.
  • 30 percent of customers who make a purchase at a public golf course after referencing Yellow Pages directories are new to the point of purchase.
  • With an average sales return on investment for local display ads of between 2-to-1 and 4-to-1, public course and equipment shop owners turn to Yellow Pages to help generate qualified sales leads that can lead to long-term relationships.
  • Nearly three-quarters of users indicated they were looking for local golf equipment and supplies businesses vs. chain stores.

"Golf aficionados continually look to Yellow Pages directories and online search to find local shops when they're looking for that perfect putter or nine iron," said Neg Norton, president, YPA. "This benefits shop owners and courses because we provide a direct link to golfers who are ready to make a purchase."

The data also shows that golfers, when they turn to Yellow Pages, don't have a specific store or place in mind yet. More than two thirds of consumers searching for equipment, and 40 percent of those searching for a public course, do not just have one specific business in mind when referencing the Yellow Pages.

Married, Adult Males Most Often Search Golf Headings

Those most likely to reference the "golf equipment" and "public courses" headings are male with a college degree. They also tend to be married and own their home.

Users searching for the "public golf course" heading specifically are more likely than the average U.S. adult to reside in a home with 3-4 persons. Steady searches continuing into the summer months are likely due in part to summer vacations.

For more information on Yellow Pages headings, visit: http://www.ypassociation.org or http://www.insideyp.org.

About The Yellow Pages Association
The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $30 billion worldwide ($12 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

Contact Information