Those who get information about local businesses that are not tied to eating or socializing are a diverse and somewhat upscale group. Those who get this information are more likely to have college or advanced degrees, live in relatively high-earning households, use the internet and own cell phones. They are not distinct by gender or race and ethnicity.
They are also likely to be local news and information junkies. Those who get news and information from at least six different local news platforms monthly are considerably more likely than others to get material about local businesses.
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Those mobile consumers were also more likely than others to get material about local businesses: 65% of mobile local news consumers got information about local businesses, compared with 55% of others.
The platforms people use to get information about local businesses
We asked the 60% of adults who said they got information about local businesses what sources they relied on for such information. In broad terms:
- Internet: 47% say some kind of online source is the one they most rely upon.
- Newspaper: 30% say they most rely on newspaper material either in printed form or the website of their local newspaper for local business information
- Word of mouth: 22% say they rely on other people most of all for news and information about local businesses
- Local TV: 8% say they rely on TV for news about local businesses – either broadcasts or the stations’ websites
- Local radio: 5% of adults say they rely on local radio
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FOOTNOTES
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