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Study: 79% Say Digital Channels ‘Most Helpful’ for Finding Local Business Information

Digital channels are critical to today’s purchase journey. The majority of offline purchases are influenced by the Internet and mobile devices have helped to accelerate digital’s influence. The ease and accessibility of these channels are helping consumers find and engage with local businesses and eventually make purchase decisions.

According to new LSA data from a survey of over 8,000 U.S. consumers, 79% said that digital channels (websites, search engines, reviews, etc.) were the “most helpful” for local discovery. Specifically, the most helpful channels were search engines (33%), company websites (24%), friends or family members (10%) and online ratings and reviews (7%). The study also revealed that laptops/desktops are the preferred device for consumers when looking up this information.

Recommendations from friends and family have traditionally been one of the most trusted and relied upon sources of local business information. While this remains to be the case, the data suggest digital tools are providing utility for consumers, unmatched by traditional methods of business research and discovery.

This data comes from LSA’s 2018 Local Media Tracking Study. To access the graphic above, click here.

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