Nearly All Consumers (97%) Now Use Online Media to Shop Locally
According to a new study released by BIA/Kelsey Group (www.bia.com and www.kelseygroup.com), Nearly All Consumers (97%) Now Use Online Media to Shop Locally:
- Search engines (used by 90 percent of consumers)
- Internet Yellow Pages (48 percent)
- Comparison shopping sites (42 percent)
- Vertical sites (24 percent)
According to the study, on average, consumers are using 7.9 different media sources when shopping for products or services in their local area, up from 6.5 sources in 2009 and 5.8 in 2008, revealing a noteworthy increase in audience fragmentation. Additional findings include:
- 58 percent of respondents report using an online coupon when shopping for products or services in their local area in the past year.
- 19 percent of respondents report making an appointment online in the past six months for a service other than a restaurant reservation (e.g., business appointment, health-care appointment, auto service or personal service such as a beauty shop).
More detail on the research paper released here: http://www.bia.com/pr100310-consumers-use-online-media-local.asp
