Top 5 Local Ad Stats of the Week: In-Store Purchases
July 25, 2014 | Contributed by: Joe Morsello
Despite the growth of e-commerce and online shopping, in-store purchases still reign supreme. For that reason, according to a BIA/Kelsey study, SMBs voted in-person interactions as “excellent” lead sources more than any other lead source, except for calls, which received a comparable amount of votes.
The Internet and other digital technologies have transformed the way consumers make purchases – and that’s not because they can make these purchases online. Instead, these technologies are giving consumers the ability to conduct extensive research that allows them to be more informed about the products or services, price and availability.
Here are some stats that show how in-store purchases are still driving local commerce and the digital technologies that are helping facilitate these transactions:
- Two-thirds of total local purchases (65.9%) are still being purchased in-person. (BIA/Kelsey)
- Digital currently influences 36% of in-store sales, a figure forecasted to rise to 50% by the end of 2014. (Deloitte)
- Nearly 80% of local searches on mobile devices turned into purchases, with nearly 90% of those purchases made in a physical store. (comScore/Neustar Localeze/15 Miles)
- Four out of five Yelp users visit Yelp.com before spending money, and 93% say that visiting Yelp leads to a local purchase. (Nielsen)
- 21% of Pinterest users, 30% of Facebook users and 17% of Twitter users said that they have bought an item in-store after sharing or “favoriting” an item. (Vision Critical)
Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!
Tags: 15 Miles, BIA/Kelsey, comScore, Deloitte, Facebook, in-store purchases, local purchases, Local Search, Local Search Association, Neustar, Neustar Localeze, Pinterest, research, social media, stats, top 5, Twitter, Yelp
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