Some interesting reading available here:

http://www.useit.com/alertbox/location-finders.html

“73% of users went to a search engine (mainly Google) when we asked them to find a nearby location for a specific company. Only 13% went straight to that company’s own website, while the remaining 13% went to a dedicated mapping service”

SEO just became that little bit more important. If it wasn’t already important enough.

I would’ve personally gone to the white pages, but hey, who needs them when you have Google?