![]() ![]() ![]() 29% of consumers are looking in the printed phone directory.48% of consumers prefer to look at the organic online search results.Here’s the breakdown from Philadelphia, PA, in February, 2015, as an example: What about digital consumers? When they search online, whether mobile or desktop, where do they go to find a local business? ![]() We are digital consumers, clearly, and it’s totally understandable that print phone book usage has been declining, just not at the rate or in the volume people might think. So, some people do still use print yellow pages, but what does this mean? If your most profitable clients are over 50 ( and they do have 70% of the disposable income) and you have an all-digital strategy, you might be missing out on a valuable lead generation channel in print yellow pages. As business people involved in marketing, we (and the people we work with) tend to be the quickest to become aware of and adopt new trends, forgetting that not everyone moves as quickly as we do. As a group, they have been much slower in adopting new technologies. Researchers have found that habits die hard in many people over 50. And in the metro areas, a solid 40% of people are still using phone books. These are consumers who have said that in the past year they have used a phone book to find a business. Outside of the metro areas across America, print phone book usage is just shy of 70%. That’s why sophisticated marketers look at media in terms of a mix to be adjusted to hit different audiences at different price points and get new local customers.įor instance, take a look this chart from Market Authority: Chart courtesy of Market Authority, Inc. Research firm Market Authority has interviewed consumers for the past 5 years about their local shopping habits, 350,000 interviews in both rural and urban communities.Īnd–spoiler alert–consumers look at a wide variety of media for local business search, including print directories. Everyone does their searching for local businesses on their mobile phones.Įveryone takes the phone book straight out to the recycling bin. ![]()
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