TWO RECENT STUDIES CONTEND THAT consumers rely more on business directories--both online and off--than on search engines or newspapers, when seeking local merchants, according to the Yellow Pages Association.... The first survey found that 55 percent of respondents say they primarily use Yellow Pages--either in print or online--to search for a local business first, compared to 12 percent who use search engines and 17 percent who turn to newspapers.
Greg puts it into perspective though~
To maintain current brand recognition and market share, Sterling said, the Internet Yellow Pages will have to struggle to keep up with the innovations that big-name search engines are adding to their local search functions. "There are a lot of product rollouts coming out in the search world," Sterling said. "The IYP [Internet Yellow Pages] are not able to compete at that level of product level development. What they have to focus on is those features that consumers really want and find value in."
"Ratings and reviews are going to be increasingly important--more content, and more information to be able to evaluate a business. Historically, the information that's been available on local business online has been very thin," Sterling said. "Consumers are going to expect more content from their searches."