Interesting evidence, Roswell. I have long felt that people online live in their own world and fail to recognize that they are still very much of a minority.
I think there is some truth to that. But all I know for certain is that a substantial portion of our calls from new customers come from people who say they simply used the phone book to find us (we even ask them which section of the book they found us under (because we have multiple ads in different sections of the book)).
A large portion of the population is over 50yrs old, and the older they are, the more likely they are to say they found us in the phone book.
Also, the particular type of service we offer (Small home repairs and Handyman work) lends itself to "instant gratification" type of lookups, meaning that when people have something that gets damaged they reach for the nearest quick resource, and I think for many people, that's still the phone book.
I think Internet type lookups are used more often when people have large ticket items they need done (because they require more research before purchasing).