This year’s Local Search Association Local Media Tracking Study, conducted by Burke, gauged how consumers use different media channels based on business category. Eight thousand (8,000) consumers were asked what products and/or services they searched for and what sources they used for the search in the past week.

Some of the results are summarized in the below heat map, with dark green indicating the strongest use fading to red for the weakest use. Respondents may choose more than one source to accommodate cross-media search while shopping, and thus the combined percentages usually exceed 100%.

The results reveal that there are definite trends in consumer shopping behavior related to different media and different products or services. Read the rest at Search Engine Land.

Channels Used To Find Local Business Information [HEATMAP]