Our colleagues over at AT&T released some new research about the usage of print directories. It presents clear evidence that print Yellow Pages are still valuable to advertisers and consumers alike. And as Greg Sterling notes on his blog, print numbers remain much healthier than many internet insiders and opt-in proponents believe.
M/A/R/C Research interviewed more than 50,000 consumers across the country in 2010 and found that 69% of adults have used an AT&T Real Yellow Pages in the past year. In addition, 29% of adults are using YP.com as their online local search directory, up from 17% in 2009. When YP.com and print numbers are combined, data shows that 78% of adults have used at least one of the products in the past year – up from 77% in 2009.
The release also refers to a recent 2010 Metered Ad Study by CRM Associates which found that calls to businesses from consumers using print directories increased by 10% in the past year. In fact, 60% of individual advertisers experienced an increase in these calls in 2010.
On this blog we’ve frequently discussed the industry transition from print to digital offerings but it’s great to see our belief that print directories are still useful to so many people validated by credible, third-party research. As Ken Ray, chief marketing officer of AT&T Advertising Solutions, said, “We are definitely seeing a transition in local search from print to multimedia sources. But print remains one of the most effective and foundational elements of that multimedia mix.”
Also interesting to note is that AT&T’s local search offerings garner more than five billion consumer searches per year, including almost three billion from The Real Yellow Pages and over two billion from the YP Local Ad Network, which consists of YP.com, YPmobile, and other major local search publishers across online, mobile, and IPTV.