Good News for Yellow Pages?

Every now and then I feature a story regarding the decline of the phone book.

Here's a few you can check out:

Bye-Bye Yellow

Saying No to Yellow Page Advertising

Another view of the Yellow Pages

Yellow Page Predictions

Why I Don't like the Phone Book

Online Yellow Pages

Yellow Pages & Nursing Homes

Yellow Page Alternatives

However, despite all the doom and gloom, this survey says many folks still use it according to Adweek:

Study: How Consumers Find a Business

Print Yellow Pages, search engines top list

Dec 17, 2008

-By Mark Dolliver

NEW YORK When searching for a business or service -- from dentist to pizza parlor -- Americans employ a mix of old and new media, according to a Knowledge Networks report released this week. Based on polling conducted in the spring among respondents age 13 and older, the report says 77 percent turn to print Yellow Pages. Forty-eight percent of those polled said this is the source they use most often. Search engines were the runner-up, with 49 percent saying they use them to seek out a business or service, including 21 percent for whom this is the most-often-used source. The only other resources to register in double digits in the survey were Internet Yellow Pages (36 percent, 13 percent most often), free or fee-based 411 (30 percent, 8 percent most often) and newspapers (19 percent, 2 percent most often). For all the talk about people roaming the streets with mobile devices in hand as they seek stores and restaurants, just 5 percent of respondents included "mobile search" among their sources, including 1 percent who said it's the source they use most often. The study found that users of mobile search "were most likely to see themselves as 'opinion leaders' in their social groups," with 55 percent voicing that self-assessment. It was beyond the purview of this survey to determine whether these opinion leaders actually have opinion followers.

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