67% of online shoppers who specifically researched local stores and services online in Q4 2004. 77% of those said they also learned about local merchants from television ads, according to the report. 67% said they get information from newspaper ads, and 44% cited radio ads as informative. 25% of local online shoppers saying they turned to Yellow Pages ads. Users of print Yellow Pages also skewed "significantly older" than users of other local media, and were 64% male.