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Tracking Consumer Use of Traditional and Digital Media

User View is BIA/Kelsey's proprietary user behavior tracking study, which focuses on how U.S. consumers are evolving their use of traditional and online information sources to find and locate local serving businesses.

User View addresses issues relating to both reach and frequency of use of a broad spectrum of offline and online information sources. In addition, it uncovers differences among broadband, narrowband and no-band households. User View dives into user comparisons across offline and online information sources as they relate to overall performance for finding local businesses.

BIA/Kelsey and research partner ConStat have conducted User View since 2003, surveying a nationally weighted sample of consumers via online survey.

DATE PUBLICLY RELEASED FINDINGS
March 10, 2010 Nearly All Consumers (97%) Now Use Online Media to Shop Locally
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Steve Marshall

Steve Marshall | Bio
Director of Research and Consulting

"SMB Plus Spenders are more performance-oriented in making their media purchase decisions and do a considerable amount of lead tracking. This group of SMBs, with its digital media savvy and use of more media categories, represents the sweet spot for many companies developing and delivering local advertising solutions." —Steve Marshall, on findings from LCM: SMB Plus Spenders Wave I

Proprietary Research Details

Local Commerce Monitor
User View