Whether you like it or not, word travels fast.
When you own a local business, however, trying to gain a handle as to how to utilize the best means of spreading that word — the good word — about your store or services, can be a challenge.
Based on a 2011 Pew Research Center study, consumers get information on local businesses much like how you would expect.
People who seek out information on local business turn to the Internet first (about 47 percent) and newspapers a close second (30 percent), above television and radio broadcasts.
And, that ever so important “word of mouth” approach ranks third among adults at 22 percent.
The study involved more than 1,000 adults, in a survey conducted over two weeks in January 2011. The margin of error for the full sample was reported to be approximately three percentage points.
Pew Research Center identified those who seek out information about local businesses as a “diverse and somewhat upscale group.”
“As distinct populations, they are more likely to live in relatively well-off households — those earning $75,000 or more — and have college educations,” stated the report.
Another distinct characteristic revealed through the survey results should have local newspapers optimistic. Roughly 77 percent of the information sharing process is covered by means of both Internet and newsprint, both services provided by weekly newspaper chains like Spotlight News.
