Print and Internet Yellow Pages Continue to be a Trusted Source for Local Information.

We recently completed a survey on how consumers search for local businesses and products/services. We asked a series of questions to 2,004 consumers related to media preference, usage, and media perceptions. One of the questions we asked was to rate the importance of attributes when selecting information sources to search for a local business or service (Figure 1). Free to use was ranked the highest with 72%, followed by a resource I trust at 68% and provides information quickly at 67%.


Important attributes when selecting information sources



We then asked these consumers to rate trust levels of various mediums when looking for local businesses or products/services (Figure 2). Results show that 61% of consumers say they trust (rating of 5) information found on search engines followed by company websites at 44%, Print Yellow Pages at 32% and Internet Yellow Pages at 30%.


Most Trusted Sources for Local Information



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 and Internet Yellow Pages are still being viewed as a trusted source of local information.


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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