When it comes to looking up a business or service, consumers still prefer to crack open the big old Yellow Pages rather than use a search engine.

Nearly half (48 percent) of the respondents polled by Knowledge Networks said the Yellow Pages is the source they use most often to locate a business or service. According to AdWeek, 77 percent of consumers age 13 and older still use the Yellow Pages. Only 49 percent of the consumers polled said they use search engines, while 21 percent said online search was their most preferred source.

Age played a large factor in the survey; 54 percent of respondents over 35 years old said they prefer the Yellow Pages, compared to 29 percent of 18- to 34-year-olds. With search engines, the results swing the other way, with 63 percent of those under 35 preferring online search, compared to just 17 percent of those older than 35.

Internet Yellow Pages was the third most popular choice, with 36 percent of those polled saying they use the service. And as if there were more evidence needed that mobile has yet to break through, only 5 percent of those surveyed said they used mobile search.