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BizReport : Advertising archives : June 15, 2015

Study: What local means and what it doesn't to shoppers

According to many experts the key to engagement for many shoppers is local - is the product on the shelves of a store in their city. But, one new report indicates local may be more than single physical location.

by Kristina Knight

Researchers with xAd are delving into what, exactly, is local when it comes to shopper preferences. They divided more than 20,000 respondents into Urban, Suburban and Rural to determine what location means to people, and what they found was that location varies according to where people live.

Here are some interesting findings from the xAD results:

• Urban dwellers are more likely than their rural counterparts to go out for coffee
• Rural and Suburban dwellers are more likely than their urban counterparts to drive kids to extracurricular activities
• Urban dwellers are 112% more likely than those in rural or suburban areas to go out for drinks after work
• 40% more rural dwellers work from home (1 in 5) than suburban or urbanites
• Suburban and Rural people are more likely to grab a fast food burger than Urbanites

The xAd research also indicates Urban dwellers are less likely to travel more than 1 mile to pick up prescription medications.

What does all of this mean? From this report there seems to be a clear dileneation between how far people will go - Suburban and Rural dwellers will travel farther to get items they need, for example, prescriptions. While food and beverage brands might get a bigger bang for their ad buck by targeting Urbanites who are looking for Happy Hour fun - or a hit of coffee before a big day at work.

Image via Shutterstock

Tags: advertising, ecommerce, local ads, local marketing, xAd

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