Yellow Pages predicted to be gone within 5 years
I am going to start this article out with a question. When is the last time you opened the phone book? For me I cannot even remember the last time, everything I want to find I either look up on my cell phone or laptop, Google is my phone book and I am not alone Nearly 70% of adults in the U.S. “rarely or never” use the phone book, according to a recent survey conducted by Harris Interactive. There is no study for Canadian usage but as history will show we are not far behind the States in studies like these. The study went on to show that 60% use the Internet to find contact information, a number that’s certain to continue to rise, especially as smart phone adoption and location-based services both grow.
The research was conducted on behalf of the online phone directory site WhitePages.com, which runs an online campaign called Ban the Phone Book designed to educate the public about the waste created by the continued production of phone books, 165,000 tons of which they say end up in landfills every year and as we have already seen are never even used.
To many of us these numbers are not a surprise but this article is not for those of us who know this, it is to shed the light for those who unaware of how much they are spending on print media only to have it never reach their target market, when that same money could be used to establish a web presence which will be much more effective for your business.
For consumers the act of pulling out a laptop, tablet or smart phone and searching for whatever you need at that moment is easier and instantaneous where you may spend minutes searching through a giant phone book only to encounter confusing directories and being redirected from page to page before you find what your after. With services like Yelp, Google Local, 411.com and a host of other directory sites literally at your fingertips from the emergence of smart phones it’s only a matter of time before the paper-based phone book disappears.
Now more than ever before is the time to get your business online and establish a web presence before paper advertising collapses completely and you are scrambling to catch up to your competition.
In most cases you can get your business online today for less than you are currently spending to advertise in the phone book, and have a form of advertising you can change as often as you please. At Sault Web Design we would be happy to discuss your options for moving your business online and taking the first step to reaching a greater number of customers.
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