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interactive local media


Interactive Local Media Advisory

A Closer Look at User View II
Greg Sterling , 5/10/2005

Summary:In the third quarter of 2003, The Kelsey Group initiated User View, a telephone-based survey of consumer attitudes and behavior as it relates to local media. It was intended to complement our Local Commerce MonitorSM, which tracks small-business advertiser attitudes and spending.

The original User View found that print Yellow Pages, White Papers and newspapers were the predominant sources of local shopping information for consumers. Earlier this year, TKG fielded User View II. Using the same methodology, the results showed that the Internet has emerged as a serious player in local. Within the Internet category, which includes numerous types of sites, search engines have experienced the most significant growth, driven entirely by broadband Internet users.

This Advisory takes a closer look at many of the findings of User View II and compares them to the earlier research.

Copyright � 2005 The Kelsey Group. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. The Kelsey Group disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.

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The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
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Copyright© 2006 The Kelsey Group. All Rights Reserved.