New Yellow Pages, Online Usage Data

TMP Directional Marketing/15Miles has released new survey results detailing the behavior of individuals looking for local business information.

You can get access to the survey at TMP’s site.

People continue to shift to online sources when looking for local business information. Take a look at this chart:

Primary source for local business information

 

Primary Source For Local Business Information

Source: TMPDM-comScore (n=4,000)

 

  • Search engines are the largest source, and growing.
  • Print yellow/white pages are continuing to decline – having gone from the largest source back in 2007, they are now in a middle position, and effectively tied with online yellow page sites.
  • Cell phones and social are making some of the largest percentage gains, which is not surprising given their rapid emergence in the last couple years.

Most of this is not a big surprise, but is a further wakeup call to companies that are not investing properly in search/online yellow pages/local search.

There is a serious effort underway in some cities to makeĀ yellow pages opt-in – which I suspect would make for a dramatic decline in their usage.

An appropriate photo has been making the rounds at social sharing sites:

Stop Wasting Stuff Yellow Pages Sign

Thanks to Search Engine Land for bringing the 2010 local search survey to my attention.

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About Chris Piepho

Chris is the founder of Small Business Shift. You can learn more about him here. If you would like to work with Chris, please get in touch.

26 Responses to “New Yellow Pages, Online Usage Data”

  1. Kyle Suss October 6, 2010 at 2:28 pm #

    I would like to see the age breakdown of that 23% of people that still use the phone book (people really still do this?!). I have a feeling it will be an older generation that is not familiar with the resources and capabilities of the Internet.

    On a side note, that picture you chose is great! My feelings exactly whenever the new phone book arrives.

    • Chris October 6, 2010 at 2:38 pm #

      I’ve seen numbers in the past that indicate your hunch is right – older generations have been slower to leave the print phone books.

      I’ve got to admit though – there are some industries where companies have done such a poor job of representing themselves online, that the phone book can provide more info than the Internet. Searching for dentists near my house is almost worthless. Half of them don’t have websites, and it takes some convoluted searching just to find them – but there are plenty of ads in the phone book.

      • David Jenyns May 26, 2011 at 8:36 pm #

        This trend is still on,.we even had a random survey in Melbourne and asked people where they go if they’re looking for information. Their answer is an outstanding yes to Google and nothing to say about Yellow Pages.

        @Chris,
        There’s a lot of opportunities for other industries to thrive if they only promote their products and services online, including those dentists who can get more clients if they only have websites to share. :)

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