This year’s Local Search Association Local Media Tracking Study gauged how consumers use different media channels based on business category.
While search engines are leaders in the way that consumers look for local businesses and services, other media platforms and competition cannot be ignored.
When it comes to influencing consumers’ purchases, word-of-mouth continues to outperform all paid media.
US adults were most motivated to see a movie at the theater by recommendations from friends, cited by 35%.
More than four in 10 college students said they did not plan to use their phone or tablet for researching or buying back-to-school items.
Internet ads got more mentions than TV ads as a preferred way college students like to learn about products or services, albeit not by a vast margin.
Looking at directions and finding restaurant information were the most popular travel-related mobile activities conducted by US LGBT mobile device users.
Almost 8 in 10 American adults read online consumer reviews for product and services before making a purchase.
64% of internet users said they thought individuals wrote online reviews without actually having purchased a product or service.
Among US internet users who posted online customer reviews, the top reason for doing so was to help others make better purchasing decisions, cited by 62%.