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Beyond advertising, satisfaction with local content is high overall, and portals and media sites each have strengths. Portals lead in satisfaction among all local content visitors, followed by local newspaper and TV station sites. A common trait of local online content sites is the ability to attract high concentrations of influencers: While 10% of consumers are considered “Influentials” according to research done by GfK Roper, 29%% of local online content site users say they are the first person people come to for recommendations about local restaurants and bars. Meanwhile, 26% of local online users say they are the first person people come to for local shopping recommendations, 23% for local entertainment recommendations, and 23% for local consumer electronics recommendations. The study [PDF], which was conducted for the OPA by JupiterResearch, surveyed 2,069 local online content consumers selected randomly from NPD’s online consumer panel. Strong placement on the Internet is becoming an absolute necessity, even for brick and mortar based retailers and non-internet related service providers. Consumers under 40 years of age are much more likely to search the Internet first for almost anything (making the "Yellow Pages" and other directory advertising much less effective) |
