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BizReport : Ecommerce archives : April 20, 2010

Report: Consumer spending goes hyper-local

Local marketers may have a leg up on competitors if they stay local. What do I mean? A new study from indicates that a majority of US consumers spend often within a five mile radius of their home. Ergo, marketers who keep their ad dollars local or who use hyper-local targeting efforts are likely to increase traffic through their doors.

by Kristina Knight

The study found that 85% of the 1.3 million consumers currently using to find local deals spend their dollars within a five mile radius of 'home'. These consumers are dining out, going to spas, hitting the local bar, dropping off dry cleaning and other tasks closer and closer to home. The study further showed that consumers in New York City do the bulk of their spending within one mile of home.

One caveat: for special occasions such as an anniversary consumers are willing to travel outside their comfort zone. The 8Coupons research shows that for a special event people are willing to travel more than five miles to have a special meal, attend a special function or meet up with friends and family.

How can you, a local marketer, find these local consumers? It's all in the pitch. Using keywords like 'lunch special', targeted ads to the zip code level or offering coupons are three ways local marketers can find local consumers. 8Coupons helps local marketers find consumers by categorizing deals and using interactive maps so that consumers can identify their neighborhood and search for the best deals available at that moment.

According to a recent report, the geographically targeted ad spend is expected to reach $1.9 billion by 2013. The BIA/Kelsey study predicts that, with the rise of smartphones and smartdevices, consumers will always be connected. With that 'always on' mentality, consumers will increase the amount of local search queries made as they look for the best deals, entertainment options and other local information.

Tags:, coupon advertising, coupons, hyper-local, local advertising

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