Online Media Key For Local Consumers
Nearly all consumers (97%) now use online media when researching products or services locally, according to a new report from BIA/Kelsey and ConStat. Among consumers surveyed, 90 percent use search engines, 48 percent use Internet Yellow Pages, 24 percent use vertical sites, and 42 percent use comparison shopping sites. “The Internet has indeed become an integral part of consumers’ local commercial activity,” said Steve Marshall, director of research, BIA/Kelsey . “The data suggest we’re at an inflection point where the balance of power in local shopping is shifting to online.” The study found 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, indicating an increase in audience fragmentation. Additional finding include:
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