Study: Nearly 7 in 10 San Francisco Bay Area Residents Use Print Yellow Pages

An interesting new study on print directory usage in San Francisco made the rounds within industry circles last week. Conducted last month by Market Authority Inc., the study found that nearly 7 in 10 (69%) of San Francisco Bay Area residents use the print Yellow Pages. This figure echoes the results of a study conducted last year by Burke, a premier independed research and consulting firm, which found that 71% of San Francisco residents used print directories in the past year.

Additional highlights from the Market Authority study include:

  • Younger consumers (in their 20s and 30s) turned to the Internet far more than older consumers (Those in their 50s, 60s and 70s)
  • That said, Baby Boomers and Matures, who control the majority of spending in the local market, turned to print directories first 64% of the time
  • 18% of consumers in the San Francisco Bay Area do not have Internet access
  • Print Yellow Pages account for nearly 50% of money spent as a result of a direct local search for a local business
  • Nearly 50% of those who reported using print Yellow Pages to find a local business said that if required to opt-in for directory deliveries (as the city’s recently passed ordinance prescribes), they would not do so

The results of this study further highlight the real, negative impact of San Francisco’s Yellow Pages ordianance, which would make it against the law to deliver Yellow Pages to home or businesses without advance permission. If this law is allowed to take effect, not only would it deprive thousands of San Francisco residents of a valuable resource that links them to vital community resources, but it would hurt manylocal businesses by virtually eliminating one of their most effective means of advertising.

We will continue our legal efforts to stop this destructive ordinance from taking effect. We look forward to what we hope will be a speedy and favorable decision in favor of helping San Francisco consumers and local businesses find one another, especially in today’s difficult economic environment.

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