There has been a seismic shift in consumer behaviour in Australia as more people use online to search and make purchasing decisions. If you want to capitalise on this shift, make sure your business is listed with one of Australia's premier online directories, truelocal.com.au.
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Yellow Pages print directory – National (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 61% between 2002 and 2009.
Roy Morgan Single Source Australia: December 2002 – 2009.
Projected population 14+ in 2009.
National: 17,749,000
Sydney: 3,654,000
Melbourne: 3,263,000
Brisbane: 1,581,000
Adelaide: 988,000
Perth: 1,348,000
Hobart: 174,000
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Yellow Pages print directory – National (Heavy & Medium Usage)
During the same period there has also been a 56% decline in heavy usage and a 48% decline in medium usage of the Yellow Pages print directory.
Roy Morgan Single Source Australia: December 2002 – 2009.
Projected population 14+ in 2009.
National: 17,749,000
Sydney: 3,654,000
Melbourne: 3,263,000
Brisbane: 1,581,000
Adelaide: 988,000
Perth: 1,348,000
Hobart: 174,000
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Yellow Pages print directory – Sydney (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 52% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 3.16m people in Sydney use the Yellow Pages print directory less often than monthly or not at all – against a Sydney population (14+) of 3.65m.
Potential population 14+ in 2009.
Sydney: 3,654,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Sydney (Heavy & Medium Usage)
During the same period there has also been a 69% decline in heavy usage and a 61% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 128k people in Sydney use the Yellow Pages print directory weekly or more often – against a Sydney population (14+) of 3.65m.
Potential population 14+ in 2009.
Sydney: 3,654,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Melbourne (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 55% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 2.77m people in Melbourne use the Yellow Pages print directory less often than monthly or not at all – against a Melbourne population (14+) of 3.26m.
Potential population 14+ in 2009.
Melbourne: 3,263,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Melbourne (Heavy & Medium Usage)
During the same period there has also been a 60% decline in heavy usage and a 57% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 132k people in Melbourne use the Yellow Pages print directory weekly or more often – against a Melbourne population (14+) of 3.26m.
Potential population 14+ in 2009.
Melbourne: 3,263,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Brisbane (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 55% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 1.23m people in Brisbane use the Yellow Pages print directory less often than monthly or not at all – against a Brisbane population (14+) of 1.58m.
Potential population 14+ in 2009.
Brisbane: 1,581,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Brisbane (Heavy & Medium Usage)
During the same period there has also been a 46% decline in heavy usage and a 36% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 96k people in Brisbane use the Yellow Pages print directory weekly or more often – against a Brisbane population of 1.58m.
Potential population 14+ in 2009.
Brisbane: 1,581,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Adelaide (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 57% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 739k people in Adelaide use the Yellow Pages print directory less often than monthly or not at all – against a Adelaide population (14+) of 988k.
Potential population 14+ in 2009.
Adelaide: 988,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Adelaide (Heavy & Medium Usage)
During the same period there has also been a 51% decline in heavy usage and a 42% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 63k people in Adelaide use the Yellow Pages print directory weekly or more often – against a Adelaide population (14+) of 988k.
Potential population 14+ in 2009.
Adelaide: 988,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Perth (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 74% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 1.1m people in Perth use the Yellow Pages print directory less often than monthly or not at all – against a Perth population (14+) of 1.34m.
Potential population 14+ in 2009.
Perth: 1,348,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Perth (Heavy & Medium Usage)
During the same period there has also been a 61% decline in heavy usage and a 51% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 60k people in Perth use the Yellow Pages print directory weekly or more often – against a Perth population (14+) of 1.35m.
Potential population 14+ in 2009.
Perth: 1,348,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Hobart (Use less often than monthly or not at all)
The number of people who use the Yellow Pages print directory less than once a month or don’t use it all has increased by 62% between 2002 and 2009.
Dec 2009 Roy Morgan data reports that approx. 115k people in Hobart use the Yellow Pages print directory less often than monthly or not at all – against a Hobart population (14+) of 174k.
Potential population 14+ in 2009.
Hobart: 174,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Yellow Pages print directory – Hobart (Heavy & Medium Usage)
During the same period there has also been a 46% decline in heavy usage and a 23% decline in medium usage of the Yellow Pages print directory.
Dec 2009 Roy Morgan data reports that approx. 19k people in Hobart use the Yellow Pages print directory weekly or more often – against a Hobart population (14+) of 174k.
Potential population 14+ in 2009.
Hobart: 174,000
Roy Morgan Single Source Australia: December 2002 – 2009.
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Readership by Quintile
What are the AB, C, D, E & FG Quintiles?
Roy Morgan Research developed its Socio-economic Scale over 35 years ago to assist marketers in identifying target audiences according to their socio-economic status. There are five segments or quintiles called AB, C, D, E and FG that each represent around 20% of the total population (hence ‘quintiles’ or fifths). The ABs represent the top 20% of the population (based on a score comprising a combination of their income, education and occupation) and the FGs the lowest 20%.
Today the socio-economic quintiles are widely used and are highly accepted across many industries. While luxury car companies, for example, may be more likely to focus on ABs, each of the other quintiles can provide equally appealing targets depending on the product or service being offered.
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Australian quintiles that use the Yellow Pages print directory less often or not at all
Since 2002, the people across Australia with higher incomes, more skills and better education (AB’s) have shown the largest increase in the number of people who use the Yellow Pages print directory less than once a month or don’t use it at all.
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Here you'll find research on the:
- Decline in readership of Yellow Pages Print Directories across Australia from 2002 - 2009 as well as Sydney,
Melbourne and
Brisbane including socio demographic information (Roy Morgan Research) - Latest Yellow Pages Print Directory Attitudes Survey where 58% of Australian's, if given the option, would
choose not to have
the Yellow Pages Print Directory delivered to their home (Core Data Research). - 98% of Australia’s active internet users, have home broadband access. (The Australian Internet and Technology report 2009-2010 )
