Global View

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Steve Marshall
Director of Research and Consulting
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Steve Marshall

Global View is a proprietary survey that asks about consumer behavior and attitudes regarding sources for local information: Print Yellow Pages; Online Yellow Pages; Search Engines; Directory Assistance. The survey tracks frequency of usage, media preference, and opinions about the replacement of print directories by online directories.

Global View covers Europe, U.S., Canada, Australia, New Zealand, and other countries in the Americas and Asia-Pacific. The same survey instrument is used in all countries to support direct cross-comparisons and benchmarking.

The most recent portion of Global View was conducted in seven European countries* in August, 2007. Other countries will be completed in early 2008.

Global View is a telephone survey, and is administered to a nationally weighted sample of adult consumers in each country.

*European countries: UK, Germany, France, Italy, Spain, Netherlands, Sweden.

Global View – Germany: ‘Turn to First’ by Region (Sept. 2007)

Recent Findings:

Spanish consumers under age 34 are at least as likely to use and give first choice preference to print Yellow Pages as those over age 55.

The U.K. is a strong print Yellow Pages market, with 54 percent of consumers saying they have used PYP in the past six months and 48 percent citing it as their first choice for finding a local business.

Eastern Germany appears to have somewhat different search behavior than the rest of the country, with considerably lower support for search and print Yellow Pages than other regions.