Print Supplemented, Not Replaced, by New Media for Biz Info

Yellow Pages

December 16, 2008 -- A Knowledge Networks study involving 3,500 Americans reveals consumer use of emerging media platforms is supplementing, not replacing, traditional print resources when researching business products and services.
 

Nearly half (48%) of consumers report the print Yellow Pages as the resource they turn to most often for information on a business or service, and more than three-quarters (77%) say they use the print Yellow Pages overall, making it the most turned to source. Search engines (49%) are the second most turned to source, followed by Internet Yellow Pages (36%).

 

Graphic Source:  Knowledge Network

Not surprisingly, those under 35 years old index higher than the general population in use of search engines, while those over 35 skew to print Yellow Pages. With this said, teens are almost equally likely to have used a search engine (52%) or the print Yellow Pages (47%) in the past 30 days.

 

About: Conducted among 3,573 respondents ages 13 nationwide, using Knowledge Networks online consumer panel based on a scientifically valid sample of the U.S. population. Data includes reach (awareness, ownership, usage, etc.), frequency of and reasons for usage, actions taken, cross-platform behaviors and attitudes, and features and characteristics that drive use of a given platform.
 

Sources: Knowledge Network press release, CONSUMERS COMBINE INTERNET, MOBILE, PRINT IN SEARCHING FOR BUSINESS INFORMATION, December 16, 2008 and and Marketing Charts, Yellow Pages, Search Engines Tops for Business Info, December 17, 2008.