2016 Local Media Tracking Study (What’s Inside)

The Local Media Tracking Study is LSA’s flagship annual study that surveys over 8,000 U.S. consumers to better understand how people search for, find, engage and eventually purchase from a local business. Last week, LSA released the “top-line results” from the 2016 study which looked at yesterday, past week, past month and past year local media usage.

In addition, the top-line results features data showing the most/least accurate and most/least trusted media outlets. One of the most interesting insights from the top-line results showed that 72% of consumers turn to some form of digital media when they are ready to buy.


The data above only reflect the top five channels consumers use when ready to buy. The entire study looked at 13 media channels (five traditional media outlets, eight digital). The top-line results show high-level trend data, but the full study offers business category, geography and demographic insights as well.

For example, here are the types of insights available in the full study:

  • How media usage in Atlanta differs from San Diego.
  • How media usage varies with real estate vs. restaurants.
  • Audiences (gender, age, education, income, etc.) most likely to use ratings and reviews to find local business information.
  • Actions taken after consumers use online video to find local business info (purchased, contacted business, visited store, etc.).

The top-line results are free and provide an overview of what the study has to offer. The category specific reports, national results and custom data requests are available to members only. If you have any questions about the study or would like to learn more about getting access, please email us.


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