When it comes to researching products or services locally, 97% of consumers now use online media. The new report from BIA/Kelsey and ConStat, found that among consumers surveyed, 90% use search engines, 48% use Internet Yellow Pages, 24% use vertical sites, and 42% use comparison shopping sites.
The findings prove that the Internet has indeed become an integral part of consumers' local commercial activity. However the data also suggests that we're at a point where the balance of power in local shopping is shifting to online.
The study found that on average, consumers are using 7.9 different media sources when shopping for products or services locally, up from 6.5 sources in 2009 and 5.8 in 2008, demonstrating an increase in audience division.
This division presents a challenge to advertisers who are trying to connect with local consumers but also makes targeting opportunities available with tools like coupon promotions and appointment scheduling because you’ll know where to find people.
Other findings from the survey include:
- 58% of respondents report using an online coupon when shopping for products or services in their local area in the past year.
- 19% of respondents made an appointment online in the past six months for a service besides a restaurant reservation (e.g. business appointment, health-care appointment, auto service or personal service.)
