Apparently, many people still do...That is, let their fingers "walk" through the Yellow Pages.

San Francisco apparently assumed that many people have given up on Yellow Pages directories and essentially banned delivery of these directories to businesses and residences.  Individuals now have to "opt-in" to have a directory delivered to their business or home.

Local Media Research has recently released a study that claims that over 70% of consumers, (Yes, OVER 70 PERCENT), used the print Yellow Pages, or, a combination of Yellow and White Pages to search for a local business.  That's astonishing!

Honestly, I have always thought that print directories were heading the way of the buggy whip.  However, it appears that more people trust the print directories that I originally thought.  It also appears from the study that a great deal of people combine a web search with print directories, (84% on consumers use both).

Another interesting finding in the study is that only 32% of consumers use Social Networking sites such as Facebook, Yelp, Foursquare, and others to search for a local business.

Predictably, consumers only use newspapers 58% of the time to search for a business.  Also, do you think junk mail will go away anytime soon?  Think again.  Sixty-Eight, (68%), of consumers access flyers, brochures, and mailers to select businesses.

However, after reading the survey, the demographics are not working to the printed directories favor.  People under age 34, and those with higher education, generally turn to search engines most of the time.  Whereas, people over 55 years of age, and those with less than a college degree tend to lean heavily on the printed directories.  So, expect the baby boomers to cling to their printed directories...The younger generation are not embracing the Yellow and White pages.  And, another factor plays into consideration: Smart Phones.  As these phone become more commonplace, expect more mobile searches and "App" generated searches.

At Semiam, we believe a balanced approach is necessary.  The print directory experts do a great job.  Where Semiam Solutions can help businesses is with their online marketing needs and managed Google Adwords campaigns.

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