The Local Search Association, previously the Yellow Pages Association, recently released the results of its Local Media Tracking Survey, which measures usage for print and Internet Yellow Pages in 2010. In the wake of a difficult economy, many people have feared the decline of the Yellow Pages. However, the results from this study, which cites data from Burke and comScore, show quite the opposite. When combined, print and Internet Yellow Pages generated more than 16 billion references last year, 5.6 billion of which were to Internet Yellow Pages.1 Still, it can help to know what exactly makes online Yellow Pages so helpful to consumers. Following are some of the main advantages that Internet Yellow Pages offer:

Consumers Trust Internet Yellow Pages

According to the Local Media Tracking Survey, one of the main factors that makes Internet Yellow Pages such a success is that more than half (58 percent) of consumers choose the online Yellow Pages because of the speed with which they can find the information they need. These consumers also indicated that they view Internet Yellow Pages sites as the most accurate source of information about local businesses. Additionally, 58 percent of respondents who choose an Internet Yellow Pages site first do so because of brand recognition and reputation.2

Internet Yellow Pages Are Now Available in Mobile Apps

For consumers on the go constantly, Internet access on mobile phones is essential. To meet this demand for information readily available via mobile devices, Internet Yellow Pages publishers have risen to the occasion by introducing apps that allow consumers to browse Internet Yellow Pages on the go. According to the Local Search Association, 77.1 million mobile subscribers accessed local content on some type of mobile device, an increase of 34 percent from the previous year. With this significant increase, 56 percent of consumers with Internet-enabled mobile devices currently use apps to search for information about local businesses.3

For many years, local business owners have relied on print and Internet Yellow Pages to help them provide accurate information to consumers who are searching for certain products or services. Despite difficult economic times, recent data from the Local Search Association shows that both print and online Yellow Pages continue to accomplish that goal.

1YPA/LSA 1998-2011 Usage Statistics; CRM Associates

2comScore, Local Search Association, State of Local Search 2011

3Ibid.

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