We recently completed the latest BIA/Kelsey User View survey, Wave VII, our online consumer survey done in the first quarter each year. User View asks 1,000 online consumers that detailed questions about their use of various media for local shopping.

Continuing a trend toward media fragmentation, consumers reported using on average 7.9 different media sources for local shopping, up from 5.6 in 2007. This significant increase is fully representative of the fragmentation in media usage by consumers, and underscores the need for SMBs to think aggressively and creatively about their use of media for their local advertising.

Among media used when shopping for local products and services, the Internet manifested a central position. For example:

• 97 percent of survey respondents report using the Internet (in some manner)
• 48 percent report using an Internet Yellow Pages site
• 42 percent report using an online shopping comparison site
• 58 percent report using online coupons

Overall, the User View findings show just how broadly and deeply the Internet is now embedded in local shopping activities.

More detail on the results from the User View survey will be presented at the upcoming Marketplaces conference, next week March 22-24 in San Diego.

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