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Recently, several studies about print directory usage have been published with seemingly different results. The most controversial is one executed by Market Authority, a media tracking firm. The study results claim that directory usage is more dominant than digital usage when consumers are searching for business information. They indicated that in the U.S. the perception that Print Yellow Pages usage was at 28% with the remaining 72% defined as digital usage is false. Their own internal research placed Directory usage at 76% in the U.S while digital usage remained much lower. This not only contradicts the prevailing studies in the market, but also does directory industry a disservice.<\/p>\n
The Market Authority research is looking at the media specific context as opposed to the complex multi-layered consumer experience which exists in our everyday lives. Both publisher research and independent research confirm that search engines are by far the number one choice when consumers are searching for business information. When you look at a broad definition of usage\u2014using the directory once per year, LSA research does support high directory usage at 74%, but this does not come close to defining how directories are being used in the marketplace. Category, demographic and geographic considerations are key to understanding how directories fit into the media<\/a> mix. It is not a matter of one media dominating to the exclusion of others.<\/p>\n \n Get exclusive insights into digital Contrasting results<\/h2>\n
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