Connect with us

Hi, what are you looking for?

New Products

Consumers Combine Internet, Mobile, Print in Searching for Business Information

536276.gif

Knowledge Networks study reveals use of emerging media platforms is supplementing, not replacing, traditional print resources

A new study from Knowledge Networks shows that consumers are now bringing their multiplatform media habits — from mobile media to GPS to Internet browsers — to the search for a dentist, lawyer, pizza parlor, or other business. The Y Advantage: Landscape 2008 provides the first scientific look across eight key platforms at how consumers are expanding beyond print forms such as Yellow Pages when researching a business’s products and services.

Nearly half (48%) of consumers report print Yellow Pages as the resource they turn to most often for information on a business or service, and more than three-quarters (77%) use the print Yellow Pages overall. Search engines (49%) are the second most-turned-to source, followed by Internet Yellow Pages (36%), and free or fee-based 411 (30%).

Source Usage – Total Respondents

To view the full release with tables and charts, go to http://www.knowledgenetworks.com.

Conducted among 3,573 respondents ages 13+ nationwide, the study covers search engines, print Yellow Pages, Internet Yellow Pages, mobile search, GPS and similar services, vertical sites, 411, and social networks. The report shows that:

  • When looking for information on a business or service, those under 35 years old index higher than the general population (age 13+) in use of search engines (157), while those over 35 skew to print Yellow Pages (113)

The study further shows that, when searching for information or a phone number for a business or service:

  • 47% of consumers have used a search engine in the past 30 days, compared with 64% for print Yellow Pages
  • Teens are almost equally likely to have used a search engine (52%) or the print Yellow Pages (47%) in the past 30 days
  • Search engines were deemed the “most useful” of the eight key platforms tested
  • Users of mobile search — as compared with the other platforms — were most likely to see themselves as “opinion leaders” in their social groups (55%) and as early adopters of technologies (51%)

The study was conducted on KnowledgePanel, the only online consumer panel based on a scientifically valid sample of the U.S. population.

For more information, contact David Stanton (Vice President, Marketing Communications) at dstanton@knowledgenetworks.com or (908) 497-8040.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like

Advertisement

ecoustics is a hi-fi and music magazine offering product reviews, podcasts, news and advice for aspiring audiophiles, home theater enthusiasts and headphone hipsters. Read more

Copyright © 1999-2021 ecoustics | Disclaimer: We may earn a commission when you buy through links on our site.