Gone are the days when YP is the star book of every household. They should always be seen in the living room, ready to be flipped when the need comes.

But now, we even hit the streets of Melbourne to find out where people think of going should they need information on something. Let me share a snippet of the results here:

Q1. How often do you use the print version of the Yellow Pages?

* 7.69% use it regularly
* 23.08% once a month
* 15.38% once a year
* 53.85% never use it

Q2. How do you search for products and services you’re looking for?

* 92.86% use Google.com
* 7.14% use Yellow Pages

Respondent Quote: “I reckon the yellow pages is obsolete, why would you spend money on the yellow pages when they’ll just as easily find you on Google.”

Q3. How often do you use Google?

* 100% use Google.com everyday

Respondent Quote: “If I need information I go straight to Google.”

So in that random survey, Google won over Yellow Pages, any taker for YP here?

Cheers,
Dave

Seriously, a good critique. The use of the domain name as a primary ranking criterion seems very… 1999.