Local Media Tracking Study Released -

Released today: Yellow Pages claims greatest local-reach. 

Reported with some additional analysis on Screenwerk.

Findings include: 

• In total, consumers referenced print and Internet Yellow Pages 16.9 billion times in 2009
• comScore found that Internet Yellow Pages continued to chart growth, increasing from 4.6 billion in 2008 to 4.9 billion references in 2009
• Respondents also turned to print Yellow Pages more frequently as the year progressed. In the first quarter, there was an average of 0.93 references per U.S. adult per week. By the fourth quarter, that had grown 19 percent to 1.11 references per adult per week.
• Internet Yellow Pages saw an even sharper 20 percent growth during the year, with the percentage of adults that used Internet Yellow Pages within the past month growing from 31.6 percent in the first quarter to 37.9 percent in the fourth quarter.
• The frequency of Internet Yellow Pages usage grew 24 percent from the first quarter (0.54 references per week per adult) to the fourth quarter (0.67 references per week per adult).