Yellow Pages Distribution
Generally speaking there is a believe that most people does not use the Yellow Pages printed books and otherwise prefer to use some sort of electronic information search. However a marketing research conducted by LinkDirect (1) and mentioned by Peter Rand that "only one every 1.000 UK consumers has opted out of home delivery of printed directories" (2). Rand cited the "results of a delivery conducted in Gloucestershire in 2008, after an opt-out campaign undertaken in the area by an environmental group" (2) showed that only 0,24% has opted for not receiving the directory. The study also demonstrates that of these 0,24% opt outs, 18% were older people and 17% younger people, more or less the same percentage, which is against our previous ideas that only older people wants the printed books and youngers only use Internet. Middle age people with high income rates 14% of opting out for receiving the printed book, gives an indication that age is not really a diferentiator