Yellow Pages Association: Dealer Searches in Season, Local Dealers Favored


April brings not only showers, but "motorcycle dealers" searches in print and online directories, according to the Yellow Pages Association.

"Yellow Pages research shows that 'motorcycle dealers' references are above average in April, May and June, which is no surprise as the weather is improving and bikes are coming out of the garage," says Larry Small, director of research for the Yellow Pages Association. "What bike shops may be surprised to learn, however, is that nearly half of consumers are really searching for a trusted local dealer to help them out, and not necessarily a specific brand."

More than a third of consumers (36 percent) are in search mode when referencing the heading, meaning they have no names or multiple names in mind. Over the course of the year, the motorcycle parts and dealers headings receive a combined 30 million references, according to a Knowledge Networks/SRI survey.

According to the Yellow Pages data, consumers referencing the "motorcycle dealers" and "motorcycle parts" headings are most likely to be male and live in a household with five or more people. They are also less likely to live in densely populated census regions. A higher average of those searching for "dealers" are in small counties in the West, while those searching for "parts" are more concentrated in mid to small-sized counties in the South.

"Spring is the most anticipated time of the year for motorcyclists," said Pete terHorst, spokesperson for the American Motorcyclist Association (AMA). "Winter has passed, roads and trails beckon and riders everywhere are shopping for the latest bikes, accessories and riding gear as they prepare for another exhilarating riding season. Many of our members look to Yellow Pages for help finding a trusted shop nearby."

In a Burke local media tracking study, more than two-thirds of consumers (67 percent) said that print or Internet Yellow Pages are the source they trust most for finding local business information, compared to 33 percent for search engines. This trust can translate into valuable sales leads for local motorcycle shops.

For more information on Yellow Pages headings, see

Posted by Holly Wagner