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Research conducted by two separate companies, Roy Morgan and Core Data paints a bleak picture for the future of Yellow Pages print directories locally.

Research by Roy Morgan shows:

• Since 2002, there has been a 51% increase in the number of people in Australia who use the Yellow Pages print directory less than once a month or don’t use it at all.
• 77.5% of Australians or 4 out of 5 Australians (14+) use the Yellow Pages print directory less than once a month or don’t use it at all.

This represents a growth of 8.9 million Australians who did NOT read their Yellow Pages print directory in 2002 to 13.4 million Australians who did NOT read their Yellow pages print directory in 2008.

Research conducted by research company Core Data (commissioned by News Digital Media) of 1,193 people in May 2009 shows the following on attitudes towards the Yellow Pages print directory:

• 78% of Australians believe they should be asked if they would like a print directory delivered
• 58% would actually choose to stop having it delivered if there was a choice
• Over half the respondents (62%) felt the Yellow Pages was having a negative impact on the environment in terms of conservation.

There are 14.2 million (at total circulation) copies of Yellow Pages print directories automatically delivered to Australian homes.

See also:

• Australia – Digital Economy – E-Commerce and Advertising
• Australia – Digital Media – Advertising & Marketing, Strategies & Analyses
• Australia – Digital Media – Advertising and Marketing Industry
• Australia – Digital Media – Advertising, Statistics, Revenues, Forecasts
• Australia – Digital Media – E-commerce – Trends & Statistics
• Australia – Digital Media – Media Companies
• Australia – Digital Media – Search Engines

This entry was posted on Wednesday, July 8th, 2009 at 10:00 am and is filed under News & Views. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.