According to independent research, 58 percent of 18 – 24 year olds and 66 percent of 25 – 29 year olds are current users of the yellow pages. Use of print and IYP is closely associated with life events and the formation of households and families. Among Generation Y, search does not replace Yellow Pages usage, it augments and complements it.
Bottom line is Generation Y spends money and holds a strong influence over the buying patterns of their parents, so reaching Generation Y with your ad message can be a key to increased profits. Many SMBs who target the younger generation may feel print is no longer a viable advertising medium for reaching this consumer segment, but in fact it scores on two key points. The majority still uses print and Generation Y sees print and local search as complementary. It does not have to be one or the other—it can be both.