Local Marketing: 97 Percent of Consumers Use Online Media For Local Shopping
By Anna Johnson on March 17th, 2010Nearly all consumers (97 percent) now use online media when researching products or services in their local area, according to research by BIA/Kelsey.
BIA/Kelsey’s research reveals that the most popular online tools for local purchase research are:
- Search engines (used by 90 percent of consumers)
- Internet Yellow Pages (48 percent)
- Comparison shopping sites (42 percent)
- Vertical sites (24 percent)
In addition, consumers use an average of 7.9 different media sources when shopping for products or services in their local area. This is an increase over the 6.5 sources used in 2009 and 5.8 in 2008. BIA/Kelsey attributes the growth in number of sources to greater audience fragmentation.
