{"id":117592,"date":"2012-02-01T18:59:00","date_gmt":"2012-02-01T23:59:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/does-generation-y-use-print-yellow-pages\/"},"modified":"2024-12-23T00:36:34","modified_gmt":"2024-12-23T05:36:34","slug":"does-generation-y-use-print-yellow-pages","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/does-generation-y-use-print-yellow-pages\/","title":{"rendered":"Does Generation Y use Print Yellow Pages?"},"content":{"rendered":"

Generation Y, the segment of the population born roughly between the early 1980s to the late 1990s, has been characterized as a digital demographic. It\u2019s easy to assume that twenty-somethings in 2012 have little use for print directories with the easy access to Internet search on smart-phones, laptops, and tablets. However, looking closer at Generation Y\u2019s media usage, it’s clear that usage of online media<\/a> does not eliminate the need for print resources.<\/p>\n

While print yellow pages usage by Gen Y is less than overall Internet usage, it is still significant, and more importantly, purchase-specific. When a Gen Y member is faced with making a large purchase decision, a recent Fromholzer study shows that 26% used Print Yellow Pages in the past month to search for business information. One in four 18-24 year olds\u00a0is said to use PYP in an average month, and nearly 50% of this segment said they have consulted print books in the last year. Another 9% reported monthly usage of Internet Yellow Pages when looking for purchase information. DAC\u2019s most recent media landscape study confirms that Gen Y uses Print when looking to make a purchase. Considering all available media options, over 40% of 18-24 year old respondents use PYP as one of their media sources when searching for business information. [1]<\/u><\/p>\n

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