Print YP Comes Out Ahead in Survey

The recent TMP/comScore data shows print yellow pages falling behind search engines as a local information resource. However a release out today from Knowledge Networks reaffirms print yellow pages’ place as the most used local resource. It’s kind of like disagreement among the various college football polls: who’s number one? 

Here’s what the KN survey (online, n=3,573) findings say:

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Print YP is used by the most and used most often according to the survey results. Here are the data segmented by age category:

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It’s very hard for me to believe that 13-17 year olds are using print yellow pages more often than search engines. But this is what Knowledge Networks says about its panel . . . its “the only online consumer panel based on a scientifically valid sample of the U.S. population.”  

Combined Internet (search + IYP) in this survey data are greater than print alone. The TMP data generally agree that it’s a multi-platform world now, with consumers using more sources of information (print + online + mobile).

2 Responses to “Print YP Comes Out Ahead in Survey”

  1. Yellowpages.com First IYP to Launch Products « Screenwerk Says:

    […] AdWeek picks up the KN survey results and delivers some good visibility and positive PR for yellow […]

  2. Anatomy of Positive PR for YP « Screenwerk Says:

    […] Generate data using a credible third party. In this case Knowledge Networks […]

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