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Yellow Pages Still A Go To Source For Consumers

Written by Ken Gaebler
Published: 6/13/2011

Study finds consumers use print and online Yellow Pages more than search engines to find local businesses.

A preponderance of consumers consult the print Yellow Pages to find local businesses, according to the Local Search Association’s 2010 Local Media Tracking Study. The study provides useful news for small business owners wondering whether to sink more time and money into marketing online or through traditional channels.

Yellow Pages Still Valued

The print and internet versions of the Yellow Pages edged out search engines as the most used method for locating small businesses, with 84 percent of respondents saying they have turned to the Yellow Pages in the past year and 76 percent saying they have used a search engine.

The print and web versions of the Yellow Pages outscored all other search methods for level of trustworthiness, accuracy and convenience. Social networks scored only 1 or 2 percent of votes as best in any of these categories.

While the tracking study found that 78 percent of respondents consulted either the print Yellow or White Pages in the past year, there are signs that these print directories are being phased out.

Following permission granted on June 9 by the California Public Utilities Commission, Verizon will no longer automatically deliver the hard copy White Pages to customers in the state. The online version will still be available. The Yellow Pages will continue to be delivered. 

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