One of the main myths that has been circling recently is that no one uses the print or Internet Yellow Pages anymore. However, the Local Search Association, formerly the Yellow Pages Association, and two research partners (Burke and comScore) have just released a new study whose data once more reinforces that print Yellow Pages and its sister Internet Yellow Pages products continue to produce the largest audience of any medium for consumers seeking information about local businesses.
Yellow Pages Facts: Double-digit Growth
According to this study by Burke and comScore, Internet Yellow Pages experienced double-digital growth in 2008 as more consumers have begun to seek local businesses online. The study also indicated that Internet Yellow Pages searches grew 14 percent in 2010, from 9 billion to 5.6 billion.1 Here are some current usage statistics for Yellow Pages print advertising taken from the study:
- Consumers searched in the Yellow Pages 11 billion times in 2010, and referenced the Internet Yellow Pages 5.6 billion times.
- One-third (33 percent) of adults use print Yellow Pages in a typical week, and 21 percent use Internet Yellow Pages.
- Almost three-quarters (74 percent) of adults referenced a Yellow Pages directory in the past year to find a local business.
- Of all consumers who use print and Internet Yellow Pages, 58 percent view this medium as the most trusted and accurate source for finding information about local businesses.
Yellow Pages Facts: Who Uses the Yellow Pages Most Often
While some people may think that the younger generation does not use the Yellow Pages because they have access to search engines, the Local Search Association Study showed that 47 percent of consumers between the ages 18-24 and 60 percent between the ages 25-29 looked for local businesses in the print Yellow Pages last year.2
Many people have viewed the increasing availability of search engines and the downturn in the economy as the subsequent downfall of the Yellow Pages. However, Yellow Pages facts from the Local Search Association indicate that print and Internet Yellow Page usage has actually increased substantially in the last year.
1LSA Local Media Tracking Study 2009; Burke and comScore
2CRM Associates; “Use of Yellow Pages by Those Under Age 30”, Simmons Spring 2010 National Consumer Survey