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Yell Facts & Figures

Yell Facts & Figures. April 2008. Yell Overview. Yell Overview. Reach. 7.9m users carried out 31.3m searches In Feb-08 **. Used by 84% of adults - nearly 1bn times a year *. 1.4m calls per month, 51% from a mobile †. On the Move. Work / Home.

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Yell Facts & Figures

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  1. Yell Facts & Figures April 2008

  2. Yell Overview

  3. Yell Overview Reach 7.9m users carried out 31.3m searches In Feb-08** Used by 84%of adults - nearly 1bn times a year* 1.4m calls per month, 51% from a mobile† On the Move Work / Home In the past year, Yell Media channels have been used over 1 billion times by 87% of UK adults†† * Saville Rossiter-Base 2006-07 ** Yell.com Statistics February 2008 † Yell Call Centre Apr 2007 – Mar 2008 †† Internal Yell data & Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  4. Yell Overview Targeting and Profiling Profile with TGI.net, demographics, and search by: keyword, classification, geography & company name Customer profiling with TGI, demographics, & geography from Acorn & Mosaic Search by: profile, classification, keyword, geography & time of day

  5. Yell Overview Ready to Buy Nearly 7 out of 10 look ups result in a company being contacted, 57%of contacts result in a purchase* 53%of users go on to contact a company, of which over half (51%)go on to purchase* 66%of customers want a business they have not used before 89%intend to make a repeat purchase** * Source: Saville Rossiter-Base 2006-07 ** Source: FDS 2007 Results are based on past research and are no guarantee of future behaviour

  6. Contacting New Companies Usage of the Yellow Pages directory for finding new companies (ones not used before) has increased by about 10% Source: Saville Rossiter-Base 2006-2007 compared to 2007-08 Results are based on past research and are no guarantee of future behaviour

  7. Attitudes to Yellow Pages 93% of UK adults agree Yellow Pages directory advertisers are generally reliable 86% of UK adults agree Yellow Pages directory is very useful nowadays 86% of UK adults agree that they use the Yellow Pages directory for a variety of different things 82% of UK adults agree the Yellow Pages directory contains all the information they need 74% of UK adults agree the Yellow Pages directory is the first directory they turn to for information on businesses Source: Saville Rossiter-Base 2006-2007 Results are based on past research and are no guarantee of future behaviour

  8. Return on Investment Every £1 spent with Yell advertising helps to generate an average of over £25 worth of new business1 An advert in the Yellow Pages Directory generates on average over 100 new business leads per year2 • Saville Rossiter-Base 2005-2006 • Saville Rossiter-Base 2006-2007Results are based on past research and are no guarantee of future behaviour

  9. Yellow Pages and Yell.com 81% of customers (who advertise in both the Yellow Pages directory and the internet) agree that advertising in Yellow Pages and on the internet complement each other because they meet different needs Source: Saville Rossiter-Base 2006

  10. Yellow Pages and Insurance 92% of recent insurance policy buyers who used the Yellow Pages directory contacted a company versus 67% for those who used the Internet 73% of recent insurance policy buyers who used the Yellow Pages directory contacted three or more companies versus 36% of those who used the Internet Source: FDS 2006Results are based on past research and are no guarantee of future behaviour

  11. Yellow Pages and the Internet 68% 39% 38% 28% 68% of Yellow Pages directory users go on to contact a company compared to 39% of Internet users* who go on to contact a company1 38% of Yellow Pages directory users go on to make a purchase, compared to 28% of Internet users* who go on to make a purchase2 Yell.com users are 52% more likely than Google users to contact a business they have found3 • Saville Rossiter-Base 2006-07 • Saville Rossiter-Base2006-07, includes intend to purchase • Saville Rossiter-Base 2007, users looking for information on products & services • *Yellow Pages directory comparable type usage excluding use of Yell.com • Results are based on past research and are no guarantee of future behaviour

  12. Yellow Pages DirectoryFacts & Figures

  13. Usage Volume 28.3 million copies were delivered to UK homes and businesses 95% of UK adults have a Yellow Pages directory at home* 74% of UK adults agree that Yellow Pages is the first directory they turn to for information on businesses* Yellow Pages directories are used nearly 1 billion times per year* 37% of UK adults use the Yellow Pages directory at least once a month* * Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  14. Usage Type (1) 84% of UK adults use the Yellow Pages directory at home or work (41 million adults) 88% of Yellow Pages directory users find the information they were looking for 35% of Yellow Pages directory users look for details of a new company / one they have not used before 60% of Yellow Pages directory users look for details of a company they know, have used before or has been recommended to them Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  15. Usage Type (2) 63% of all workers have the Yellow Pages directory at work 41% of all workers use the Yellow Pages directory at work 15% of Yellow Pages directory usage is for business purposes 89% of usage in the Yellow Pages directory is for non-emergency purposes Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  16. Usage Type (3) Top fifty classifications by usage Source: Saville Rossiter-Base 1994-07 Results are based on past research and are no guarantee of future behaviour

  17. Ready to Buy 68% of Yellow Pages directory users go on to contact a company 57% of Yellow Pages directory users who contact a company from Yellow Pages go on to make a purchase 39% of simple and 40% of complex usage results in a purchase Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  18. Gender, Age & Social Grade Grade ABC1 61% Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  19. 118 24 7 Facts & Figures

  20. Usage Volume 51% 30% 2007 2004 The proportion of Mobile calls to 118 24 7 has grown** 84% of the UK adult population use a mobile phone* Calls to 118 24 7 cost 14p per minute billed by the second with a 79p connection charge for all Directory Enquiries from most landlines. Network charges vary. Rates correct at time of publication. Yell Limited, RG1 7PT. 0800 900 600 * Source: OFCOM - Communications Market Report, August 2007 ** Source: 118 24 7 Yell Centre Statistics Results are based on past research and are no guarantee of future behaviour

  21. Usage Type 66% of callers to 118 24 7 want companies whose services they have not used before 58% bought a product or service from the business(es) given by 118 24 7 on the last occasion they used the service 91% of callers who receive a business number from 118 24 7 contact one or more companies given on the same day, including 23% who are put straight through 94% contact one or more companies within a week of getting their details from 118 24 7 Calls to 118 24 7 cost 14p per minute billed by the second with a 79p connection charge for all Directory Enquiries from most landlines. Network charges vary. Rates correct at time of publication. Yell Limited, RG1 7PT. 0800 900 600 Source: FDS 2007 Results are based on past research and are no guarantee of future behaviour

  22. Repeat Business 89% of callers who have bought a product or service from businesses provided by 118 24 7 will make a repeat purchase 83% of 118 24 7 users who prefer to receive text messages have kept the business number on their phones for future use Calls to 118 24 7 cost 14p per minute billed by the second with a 79p connection charge for all Directory Enquiries from most landlines. Network charges vary. Rates correct at time of publication. Yell Limited, RG1 7PT. 0800 900 600 Source: FDS 2007 Results are based on past research and are no guarantee of future behaviour

  23. User Satisfaction 98% of 118 24 7 users are satisfied overall with the service they receive from 118 24 7 compared to 95% satisfied with 118 500 and 93% satisfied with 118 118 97% of callers to 118 24 7 are satisfied with the accuracy of information given and 96% are satisfied with the helpfulness of the operator 95% of those who currently use 118 24 7 intend to continue to use the service in the future 46% of 118 24 7 users switched from using other 118 services, to use 118 24 7, as they believe, amongst other reasons, that 118 24 7 is more efficient, accurate and has better operators Calls to 118 24 7 cost 14p per minute billed by the second with a 79p connection charge for all Directory Enquiries from most landlines. Network charges vary. Rates correct at time of publication. Yell Limited, RG1 7PT. 0800 900 600 Source: FDS 2007 Results are based on past research and are no guarantee of future behaviour

  24. Gender, Age & Social Grade Grade ABC1 65% Calls to 118 24 7 cost 14p per minute billed by the second with a 79p connection charge for all Directory Enquiries from most landlines. Network charges vary. Rates correct at time of publication. Yell Limited, RG1 7PT. 0800 900 600 Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  25. Yell.com Facts & Figures

  26. Yell.com Monthly Statistics 7.9 million unique users (17.5% growth from Jan-07 to Jan-08) 31.3 million searches 69.7 million page impressions Source: Yell.com Statistics October 2007

  27. Ready to Buy 53% of Yell.com users go on to contact a company, of whom over half (51%) go on to purchase: Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  28. Success & Revenue Generation 90% of Yell.com users find what they are looking for Yell.com helps to generate on average £56 million daily for businesses appearing on the site Source: Saville Rossiter-Base 2006-07 Results are based on past research and are no guarantee of future behaviour

  29. Super Brand Yell.com was voted one of the 10 most trusted brands along with: Google, bbc.co.uk, eBay, Streetmap, Friends Reunited, Nectar, Times Online, UpMyStreet & Auto trader Yell.com was voted one of the 10 most favourite online brands along with:Google, bbc.co.uk, eBay, Streetmap, Friends Reunited, Nectar, Times Online, Tiscali & Topshop Source: Study conducted by YouGov on behalf of Superbrands (Autumn 2006)

  30. User Profile: Age Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  31. User Profile: Gender & Social Class Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  32. Detailed User Profile: Gender & Age: Men Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  33. Detailed User Profile: Gender & Age: Women Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  34. Detailed User Profile: ACORN Categories For more on the ACORN categories, see http://www.caci.co.uk/acorn/acornmap.asp Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  35. Detailed User Profile: Personal Income Personal Income (annual, before tax) Source: BMRB, International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  36. Detailed User Profile: Region Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour

  37. 69.24% 29.17% 0.63% 0.39% 0.57% Performance & Volumes 85% of contacts from Yell.com are by phone1 69% of post search clicks are to the advertiser’s website2 1.Saville Rossiter-Base 2005-06 2.Yell.com Statistics October 2007 Results are based on past research and are no guarantee of future behaviour

  38. Performance & Volumes Yell.com Volumes Businesses listedon Yell.com around: 2 million Searchable Advertiserson Yell.com: as of 31st March 2006 174,000 as of 31st March 2007 196,000

  39. General Internet Statistics Source: Nielsens//NetRatings Jan 2008 Results are based on past results and are no guarantee of future behaviour

  40. General Internet Statistics 72% of UK adults have a PC at home, of which 90% have internet access1 86% of internet users have broadband at home1 77% of UK SMEs have internet access2 39% of GB adults shopped online in the last 4 weeks3 1. OFCOM - The Consumer Experience, November 2007 2. OFCOM - The Communications Market: Broadband, April 2007 3. GFK NOP – July 2007 Results are based on past results and are no guarantee of future behaviour

  41. General Internet Statistics Percentage of GB adults who have used the internet in the last 12 months Source: GFK NOP 1996-2007 Results are based on past research and are no guarantee of future behaviour

  42. General Internet Statistics The internet advertising market in H1 2007 is worth £1.334 million representing a 41.3% year on year growth (on a like for like basis) Online’s share of the market has grown to 14.7% for this period, up from 10.5% for H1 2006 UK Online Ad Spend (Millions £) Source: Gross figures as reported by the IAB/PWC survey For more information, see www.iabuk.net

  43. Sector Statistics

  44. Sector Statistics: Recruitment Over 2.7 million men and over 2.3 million women have visited recruitment websites in the last 4 weeks Men and women aged 15-19 are more than 20% more likely* to be aware of recruitment websites Men aged 25-34 are more than 50% more likely* to have applied for a job online and twice as likely* to have got a job online Nearly 2 million Yell.com users have applied for a job online More than 550,000 Yell.com users have got a job via an online application – this represents more than twice the national average* Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  45. Sector Statistics: Finance More than 8.5 million Yell.com users accessed a bank account online – which is 47% more than the national average* Over 8 million Yell.com users have a mortgage – representing a significantly higher proportion than nationally* Yell.com users are: 30% more likely* to have changed their mortgage 37% more likely* to use a financial advisor to arrange their mortgage 25% more likely* to use a Debit Card more than once a week 36% more likely* to have taken out a personal loan in the last 12 - months Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  46. Sector Statistics: Insurance Yell.com users are: 96% more likely to have backpackers travel insurance (96%) 56% more likely to have wintersports travel insurance (56%) 41% more likely to buy travel insurance online (41%) 36% more likely to have company car insurance (36%) 27% more likely to pay home insurance via direct debit (27%) 21% more likely to have private health insurance (21%) 12.3 million Yell.com users have comprehensive car insurance 9.9 million Yell.com users bought their car insurance direct from the insurance company 7.0 million Yell.com users have bought travel insurance in the last year Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  47. Sector Statistics: Automotive Over 800,000 Yell.com users spent more than £20,000 on their last car Over 1 million Yell.com users have 3 or more cars – this represents a significantly higher proportion than average* Yell.com users are: 37% more likely* to have 3 or more cars 35% more likely* to own a car with an engine larger than 2.5 litres Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  48. Sector Statistics: Entertainment/Leisure Yell.com users are very fit and active – they are: 24% more likely* to have visited a health club, leisure centre or gym (in the last 12 months) 36% more likely* to be regular joggers 19% more likely* to take part in aerobics and keeping fit 36% more likely* to play badminton regularly 24% more likely* to play football regularly Many Yell.com users enjoy watching sport on the television - in the last 12 months: 3.7 million Yell.com users have watched athletics 3.2 million Yell.com users have watched tennis 2.9 million Yell.com users have watched golf Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  49. Sector Statistics: Travel 6.4 million Yell.com users have visited a hotel in Britain in the last 12 months (representing 11% more than average*) Yell.com users are very frequent flyers. In the last 12 months: 9.9 million Yell.com users have travelled by air(representing 13% more than average*) 2.9 million Yell.com users have flown to Western Europe(representing 15% more than average*) 588,000 Yell.com users have flown to USA/Canada(representing 34% more than average*) Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

  50. Sector Statistics: Technology Yell.com users are 35% more likely* to have bought an MP3 player for themselves in the last 12 months Yell.com users are 28% more likely* to own a satellite navigation system 9.2 million Yell.com users own a digital camera 9 million Yell.com users have bought computer consoles and games in the last 12 months 4.4 million Yell.com users have a web cam 2.2 million Yell.com users have a home cinema system Source: BMRB International, TGI.net, March 2007 Results are based on past research and are no guarantee of future behaviour * When compared to the national average (of Great Britain) Yell.com user = visited Yell.com in the last month

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