Media Source Usage Internet and NonInternet Users

1
Media Source Usage (Internet and Non-Internet
Users)
Media Used in Past Year When Shopping for
Products/Services in Local Area (Yes Responses)
Avg of times used in past month 3.9 4.7
NA 2.9 2.6 1.2 1.0 NA NA NA NA 3.0 NA 0.7 NA 1.1 N
A 0.6 NA
NA
NA
NA
Base Total Consumers, Wave 2 (n501), Wave 1
(n1,006) Indicates significant differences
between waves at the 95 confidence level
2
Rating Media as Source of Information for Local
Shopping (Among Those Who Use/Are Familiar with
the Source)
Top 3 Box Ratings on 10-point Excellence
Scale (Excludes Dont Know and Dont Use
Responses)
Average Rating 7.0 7.3 7.1 6.9 5.5 5.7 6.9 7.1 5.
0 NA 5.6 NA 3.4 NA
NA
NA
NA
Base Bases vary--Consumers who were able to rate
the media (excludes Dont Know/Dont Use
answers) Indicates significant differences
between waves at the 95 confidence level
3
Retail Product Purchased/Method Used (Wave 2 Only)
Type of Product Purchased
How Most Recent Purchase was Made
Furniture 29 TV 13 Appliances 10 Automobiles/Mo
torcycles 9 Electronics 9 Lawn Mower/Vac
Cleaner/Home Improvement 8 Equipment
Tools Computer/Computer-related
products 6 Exercise Equipment 3 Other 9
Base Purchased 500 or more product from new
local retailer (n118)
4
Proximity of Actual Purchase from Time Source
Used (Wave 2 Only)
Wave 2
Average of Days Between Using Source and Actual
Purchase
Magazines/catalogs/specialty
guides 123 Newspaper 97 Search engines 77 Word
of mouth/friends/family 76 Internet Yellow
Pages 60 Local businesses web sites 52 Other
web sites 51 Direct mail/e-mail-coupon
books 44 Printed yellow pages 40 City guide web
sites 37 Local newspapers web
sites 32 Television 30 Referral web
sites 17 Online shopping sites 15
Base Used particular media first (bases vary)