New survey shows most people shop locally – and will pay more for better quality

Do you shop local? A new survey out this week says it’s likely you do – and you’re even willing to pay more for it.

But, according to the survey, released Wednesday by online marketing group Yodle, there's a lot more local businesses can do to make that happen, particularly online.

The report, “Yodle Insights: What Consumers Want from Local Businesses” surveyed more than 6,000 consumers across the country to find out how they find, choose, use and interact with local businesses. They looked at service-oriented business, like auto repair shops, contractors and healthcare providers.

In Phoenix, consumers surveyed said more than half of what they spent in the last year, 55 percent. went into local businesses as opposed to national chain stores. Eighty-two percent of consumers nationally said they are using local businesses, and almost half plan to use local businesses more in the next year, the report said.

But, consumers want more ways to connect with local businesses online. The survey showed website improvements are the number one thing consumers are looking for from local businesses, as well as rewards for loyal customers who come back.

The Yodle report also shows most of us are fine being asked to leave an online review if we’ve have a good experience at a local business. But, just 7 percent of consumers reported ever being asked to do so.

When it comes to competing with national chains, consumers don’t expect local businesses to compete with their prices. Instead, Yodle recommends competing on service and quality.

Just about everyone, 98 percent of consumers surveyed, said local businesses beat national chains when it comes to personalizing service. And 72 percent said they are willing to pay more to a local business for better quality work.

You can see the entire report here.

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