Natural Search Blog


Print Yellow Pages Usage On Decline Or Not?

Walking FingersMy article on how the “Yellow Pages Usage Stats Are Likely Wrong” went up earlier at Search Engine Land, and the details I highlight in it provide some strong circumstantial evidence that this year’s earlier industry statistics stating that print YP book usage hadn’t dropped over the year previous are likely incorrect.

As I point out, those statistics were all based on telephone polling, and those polls missed having representative samples of cell phone only households, according to their published methodology. Various research groups and government agencies have been saying that this is a significant chunk of the population — anywhere from 13.6%, growing to as much as 25% by the end of this year. (more…)


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