On Wednesday, BIA/Kelsey shared with MMW the findings of its new consumer survey, which offers various insights into how local shoppers in the U.S. are likely to find, engage and transact with local-serving businesses.
BIA/Kelsey and their research partner Ipsos found that 94 percent of the consumers surveyed have gone online for local shopping purposes within the last six months.
Among those surveyed, 59.5 percent have completed a local purchase of merchandise or services online, within the last six months. At the same time, two-thirds of total local purchases (65.9 percent) are purchased in-person.
“Our first wave of the Consumer Commerce Monitor survey reveals local shoppers are using a wide range of traditional and digital channels to engage with local businesses,” explains Steve Marshall, director of research at BIA/Kelsey.
“On Black Friday, Small Business Saturday and Cyber Monday,” Marshall adds, “we expect local consumers will leverage all the tools at their disposal—online, mobile, social, promotions, loyalty programs and more—as they search for that special gift and hunt for great deals.”
BIA/Kelsey defines local shopping as “shopping for products or services locally (within a 25-mile radius of your primary residence).”
BIA/Kelsey will release more findings and insight from the survey during a free webinar on Wednesday, Nov. 6.
Webinar details and online registration are available here.