Both online and offline sources of local shopping information, including local search, don't provide enough information to satisfy most consumers, according to a Kelsey Group and Constat study expected to be released today, reports ClickZ. Newspapers satisfied 45 percents of respondents, followed by search engines (39 percent), online shopping sites (16 percent) and internet Yellow Pages (15 percent); least satisfactory were local newspaper websites (11 percent satisfied) and online message boards (5 percent).

Neal Polachek, SVP of research and consulting at the Kelsey Group, is quoted as saying, "What I get online might be broader than what I might get in the book, but it's not as deep. And what I get in the book is deep but not as broad."

He says despite investments by Google and Yahoo in local search, satisfaction hasn't increased from the previous the study, with the same proportion of consumers (39 percent) giving them a high rating. "People are not throwing away their phone books en masse yet. I think the online experience just isn't where it needs to be yet," he said.