We can’t count out the Yellow Pages just yet. The print and online Yellow Pages are still the most trusted information source for consumers shopping locally, even though use of the print pages has declined, new research shows. But print still has power; print Yellow Pages and white pages still outrank search engines in terms of trust, accuracy and ease of use.
The study, which was conducted by research firm Burke on behalf of the Local Search Association (formerly the Yellow Pages Association), found that consumers use Yellow Pages and search engines most to find local businesses, outpacing other local media including social networks, magazines, newspapers and promotional circulars/emails.
Among local media, consumers consult two to three sources when looking for information to buy a product or service locally.