YELLOW PAGES USAGE STUDY  For The BRANDON, FL MARKET  The following study was completed during the months of December 2002/January 2003.

A sampling of the Brandon, FL area was used for the study area. Residential and commercial consumers were contacted at different times of the day and night to give the study a good sampling of day workers, night workers, retired and most age groups within the survey area (Brandon-area, FL). Three hundred and six completed surveys were taken with the following results delivering a give or take margin of plus or minus 4%. The results are as follows:
 

 1.  Question asked:  Do you have other directories, in addition to the Brandon Area Directory?, in your home?
Result:
86.3% of people in Brandon have more than one directory in their home.

 2.  Question asked: Do you prefer the Brandon Area Directory? or the Verizon Brandon/East Tampa Directory?
Result: 
89.5% of people in Brandon stated that they prefer the Brandon Area Directory?. 
Only 10.5% said they preferred the Verizon directory.

 3.  Question asked: Why do you prefer the directory you use most often?
 Result:
 a. Easier to read-   50%
 b. More Community information-   31%
 c. Quality of pages and cover- 6.2%
 d. Other- 12.8% (Most common other response was the need to use Brandon area information.)

 4.  Question asked: How many times per week do you use your directory?
 Result:
 a. Once a week-   52.3%
 b. Twice a week- 15%
 c. Three or more times per week- 24.5%
 d. Less than once a week but more than once a month- 8.2%

Directory Research Corp/January, 2003
For verification and methodology call DRC at 888-241-2539