According to the "Local Media Tracking Study," conducted by Burke on behalf of the Local Search Association consumers use Yellow Pages and search engines most to find local businesses, outpacing social networks, magazines, newspapers, and promotional circulars/emails. Among local media, consumers consult 2.2 sources when looking for information to buy a product or service locally.
Maybe (if you just glance at the clipping above), but when was the last time you ran to the Yellow Pages? Look into the numbers their research churned up and just like you, people are clicking not flipping.
People who were looking for local businesses last month...
- 67% used search engines
- 55% used print directories (ie: Yellow & White Pages)
- 47% used store circulars, email promotions or coupons
- 36% used the newspaper
- 23% used online social networks
Print directories are still deemed "most trusted" and "most accurate," but that doesn't seem reason enough for consumers to dig through their junk drawers for a yellowing copy of the Yellow Pages.
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