Yellow Pages Continues to be Used as Source for Local Information.

We recently completed a survey on how consumers search for local businesses and products/services. One of the questions we asked 2,004 consumers was to rate the likelihood of using various sources of information when looking for local businesses or products/services (Figure 1). Results show that 53% of consumers say they would be extremely likely (rating of 5) to use search engines followed by Print Yellow Pages at 24%, Company Websites at 23% and Internet Yellow Pages at 21%.


Thrive Analytics- Information sources when search for local businesses



We took this a step further and looked at the results by consumer age categories and found that generational differences do exist (Figure 2). Seniors (Age 65+) were more likely to use Yellow Pages at 50% followed by Older Boomers (54-64) at 36% and Younger Boomers (44-53) at 28%.


Thrive Analytics- Yellow Pages Usage by age generation



Data from this survey shows similar results to other research that has been conducted by various industry partners. This provides another point of reference and it illustrates the fact that Yellow Pages are still being used by certain segments of the population. We only show age here. Other factors influencing usage are income levels and urban versus rural areas.
Interestingly, younger generations have very different ways of searching; however we will address that in another post.


If you are interested in obtaining more information about our local search consumer survey, just contact us at


Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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