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According to BIA/Kelsey’s new Consumer Commerce Monitor™ (CCM) survey, 94 percent of the consumers surveyed have gone online for local shopping purposes and 59.5 percent have actually completed a local purchase of merchandise or services online, within the last six months. Brick-and-mortar stores needn’t despair, though, since at the same time, two-thirds of total local purchases (65.9 percent) are still being purchased in-person according to the consumers surveyed.

BIA/Kelsey is releasing the first wave of its Consumer Commerce Monitor™ just in time for the holiday shopping rush. BIA/Kelsey and research partner Ipsos, surveyed consumers to gain insights into how local shoppers in the U.S. are likely to find, engage and transact with local businesses. More information about the survey is available in our press release, Local Consumers Likely to Flex Multi-Channel Muscle During 2013 Holiday Shopping Season, According to BIA/Kelsey, which came out yesterday.

“Our first wave of the Consumer Commerce Monitor™ survey reveals local shoppers are using a wide range of traditional and digital channels to engage with local businesses,” said Steve Marshall, Director of Research, BIA/Kelsey. “On Black Friday, Small Business Saturday and Cyber Monday, we expect local consumers will leverage all the tools at their disposal – online, mobile, social, promotions, loyalty programs and more – as they search for that special gift and hunt for great deals.”

So how will consumers be shopping online this holiday season? Consumers will be using multiple devices to shop online this year. According to the consumers surveyed, 60% will be using a laptop computer, 57% a desktop computer, 37% a smartphone, and 19.4% will be using a tablet.

According to the consumers surveyed, more than a quarter (26%) of consumer local purchases in the last six months, be it online or in-person, were made through promotions or sales, including discount deals, daily deals, coupons or similar discount offers.

Study findings will be made available for purchase in November. Email to be notified when the study is available.

BIA/Kelsey will preview findings from Consumer Commerce Monitor™ during a free webinar on Wednesday, November 6. Register here.

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